Market Launch / PR / Experiential

ARTE.tv: Vezi altfel

We launched ARTE.tv in Romanian across Romania and Moldova, with a line that became ARTE’s launch message and a premiere in each capital.

As seen inPro TV Moldova 1 Revista BIZ Radio Chișinău Profit.ro Ziarul de Gardă Pagina de Media

Client: ARTE (ARTE G.E.I.E., Strasbourg)
Brands: ARTE.tv in Romanian
Year: 2025-2026
Markets: Romania, Moldova
What we did: Strategy, Creative platform, PR, Launch events, OOH, Stunt, Screenings, Digital ads, Creators

Creators

#ZERODOITikTok, Instagram and a Twitch stream, Moldova
Răzvan MoțeiTikTok and Instagram stories
Vlad DrăgulinInstagram reel

The brief

ARTE found us through the contact form on tuio.ro. In June 2025 ARTE.tv, the free European streaming platform, was adding Romanian as its 7th language and needed a launch in Romania and Moldova.

The catch was one word. For a lot of people, “culture” sounds like homework. ARTE had to look like a free, curious alternative to doom-scrolling, European without looking elitist. Our pitch called it “the conscious choice”, and that positioning was agreed at kickoff.

The idea

Vezi altfel: see differently. It grew out of “Vezi ARTEfel”, a pun from one of the three routes we showed ARTE in August. ARTE took the pun out, kept the line and put it on the visual system from our third route. From September it was ARTE’s public launch message: press release, premieres, posters, hashtags. By mid-September the platform itself, by ARTE’s count, had passed 23 million views of its Romanian-language content across YouTube, TikTok and arte.tv/ro.

The system pairs the line with “Platforma europeană gratuită de streaming” (the free European streaming platform), a coloured play-triangle tag for each category and a QR code straight to the programme.

Category bumper from the launch-night playback package, introducing the Știință block before the trailers.

How it worked

July: the news

We wrote the release in a Romanian and a Moldovan version, built a media list for both countries, independent press included, and acted as press contact. It went out on 21 July: 36 media mentions in the first wave, 32 of them in four days. Revista BIZ ran our opening line word for word.

Cover image of the July 2025 launch press release: the free European streaming platform, now in Romanian.

September: two premieres

Instead of a press conference, a premiere: the first screening in Romanian of DJ Mehdi: Made in France, with director Thibaut de Longeville there for the Q&A. Before the film, eight trailers in four category blocks showed guests what they were getting for free.

Bucharest went first, at ARCUB on 10 September, with 116 confirmed RSVPs for a hall that holds 160. With production partner Strategic Events Communication we ran the night: invites, a 17-file on-screen package, the photo wall, four aftermovie cuts.

Design of the arte.tv photo wall built for the launch nights.

Guests in the brick hall at ARCUB before the Bucharest premiere, 10 Sep 2025.

The Bucharest launch at ARCUB, 10 Sep 2025, from the photo wall to the director's Q&A.

Director Thibaut de Longeville takes questions after the Bucharest screening, 10 Sep 2025.

Chișinău followed at ARTCOR on 12 September: same format, 70 confirmed RSVPs, three TV stations and a speech from ARTE’s Katharina Kloss.

Launch night at ARTCOR, Chișinău, 12 Sep 2025: guests, press interviews and the director's Q&A.

Moldovan TV interviews director Thibaut de Longeville in Chișinău, 12 Sep 2025.

The Chișinău launch at ARTCOR, 12 Sep 2025: the room, the press and director Thibaut de Longeville's Q&A.

“We had a blast in Bucharest and Chisinau.”

Katharina Kloss, head of European offers, ARTE

The two nights brought 23 Instagram stories from 17 creators and a second wave of 21 media mentions, 10 of them in Moldova. ARTE’s September release ran under the new line.

November: one title

In November the message moved from “here is a platform” to “watch this tonight”: one real title, O specie aparte, one question (“Suntem cea mai deșteaptă specie de pe planetă?”, are we the smartest species on the planet?) and a QR code to the programme.

In Romania it went into residential elevators, the last thing people see before they get home: 389 A3 frames in 58 buildings, 15 November to 15 December. In Moldova it ran on 10 Kaufland screens, pillars and billboards.

O specie aparte, the A3 elevator poster for residential buildings in Romania, 15 Nov to 15 Dec 2025.

The poster in place in a residential elevator in Romania, November 2025.

Vertical digital screen spot for O specie aparte, the November 2025 OOH flight in Romania and Moldova.

The Moldova billboard artwork for O specie aparte, November 2025.

An outdoor panel in Moldova carrying O specie aparte, 14 Nov 2025.

The digital screen inside a Kaufland store in Moldova, 26 Nov 2025.

Black Friday needed no discount. ARTE.tv is free all year, so it already had the best offer. “The Best Offer” put three 10-second spots on a video van that drove 378 km around Bucharest on 29 and 30 November. QR scans peaked on the 29th.

The Best Offer: three 10 s spots that looped on a video van across Bucharest on the Black Friday weekend, 29-30 Nov 2025.

Around the same time we dressed the ArteKino screening in Bucharest and Moldox in Chișinău, viewing-guide card and 18-second trailer included, and made the display and Demand Gen ads.

Front of the viewing-guide card handed out at the November 2025 screenings.

18 s cinema trailer for the ArteKino and Moldox screenings, November 2025.

15 s Demand Gen video for O specie aparte, approved 5 Dec 2025.

December: a recommendation machine (proposal stage)

For vezialtfel.ro we also designed and built a recommendation vending machine (“Bun venit la automatul de recomandări”). Knock out the categories you don’t feel like watching and it serves you something from the ARTE.tv catalogue you probably wouldn’t have picked yourself. The site was built and ready for review in December, then stayed at proposal stage and never launched.

The recommendation machine for vezialtfel.ro: knock out the categories you don't feel like and it serves you a programme from the ARTE.tv catalogue (proposal stage, not launched).

January: three creators

Last came three creators who would normally skip anything labelled culture. Each watched something anyway and said what they thought, in posts that went live from 27 to 29 January 2026. Răzvan Moței’s caption: “Atunci când vrei să vezi altfel, încearcă arte.tv.” (When you want to see differently, try arte.tv.) Vlad Drăgulin posted a reel, and #ZERODOI took arte.tv into a Twitch stream for Moldovan viewers. A few days later ARTE’s marketing team spotted a sudden jump in viewing around the stream.