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The briefing:

Volvo didn’t need an alternative campaign or a new concept. They wanted an event/Multiple events/road show that did not only create visibility and triggers interest for the car. It also needed to generate qualitative sales leads while supporting the dealers in their role as main gateway to exclusive access to the car. To get a test drive people needed to go to the dealer.

The idea:

The central question for this campaign was: “How to launch a car that’s already been launched?”

Press messages and car-reviews by professional and non-professional sources following the launch at the International Motor Show at Genève had already taken all the value out of the news.

We opted for an integrated mix of online activation, a presence through an event and classic online communication.

The event alone would never achieve the targeted KPI’s. Because of that we chose to develop an interactive online activation beside the roadshow. Both of them were supported by a communication campaign.

These 3 elements were not allowed to act independent of each other but had to work in synergy to lift the campaign to a higher level.

While the event-component focused on visibility, the online element was meant to familiarize the target audience with all characteristics of the new Volvo V40. The communication campaign created traffic to the roadshow, the campaign website and Facebook-application.

Furthermore, we could count on the social-media effect of the Facebook-application: every time someone participated, a Facebook-post on the personal Facebook-wall of the participant was posted.

The awards:

Best of Activation – Integrated: Bronze

It’s (up to) You

Client: Volvo Cars Belgium | Agency: BBDO

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The briefing:

BBDO is growing, and wants to attract the brightest students the very moment they are ready to enter the wonderful world of advertising. The challenge is clear: How can we ensure that we as an advertising agency are able to tie the best talent to us from the time that this talent leaves the school benches?

The idea:

Introducing: The Farm. The world’s first pop-up agency. We invite the brightest students to create their own advertising agency within BBDO. The 12 students who survive the Selection Day start to work for real clients, on real briefs, and receive real feedback. If it doesn’t kill them, it definitely makes them stronger. At the end of 3 weeks of adrenaline overdoses and sleep deprivation, the brightest Farmer wins an internship in an international BBDO agency and €1500 of pocket money.

The awards:

Cuckoo Awards - Self-Promotion: Gold

Caseboard

The Farm

Client: BBDO | Agency: BBDO

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The briefing:

Why send a Christmas card if the Mayans predicted the end of the world on December 21st? At least that's what BBDO Brussels thought. Realizing that there was no apocalypse on the 21st, BBDO apologize to its clients for the lack of a Christmas card and left it to a Mayan to apologize on its behalf.

The idea:

Our clients received an e-mail with a personalized video from the apologizing Mayan. After that, our client could send a personalized Mayan film to their own contacts as an apology via the BBDO Mayan Facebook page. But the Mayan wasn't restricted to our clients. He was available to everyone on the BBDO Mayan Facebook page.

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Mayans Can Be Wrong As Well

Client: BBDO | Agency: BBDO

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The briefing:

In September 2012, Mercedes-Benz launched the new A-Class. A model that breaks away from its past and targets a younger, hipper public who closely follows new technologies. This generation spends most of their free time on the internet, about 3 hours and 40 minutes per day, to chat with friends, make purchases, order food, etc. The main goal of this campaign was to let this target group discover the car and book a test drive at one of the roadshows or through a local dealer.

The idea:

Every day for three weeks, we hid the new A-class behind three websites. Once surfers went to newAclass.be and placed a tab in the bookmarks bar, they were able to open all the sites they wished to see if the A-Class was behind one of them. Clearly, finding a car among hundreds of millions of web pages was not easy. So we placed clues on newAclass.be and on the Mercedes-Benz Facebook page and Twitter account. Everyone who found the car received a prize. The most determined among them even found herself behind the wheel of the Mercedes A-Class for an entire year!

The main goal of this competition was not only to own the entire web. In the end, all parts of the competition drew participants towards the online hub where they could discover and learn about the car and book a test drive at one of the roadshows or through a local dealer. To boost the campaign in its early stages, online banners on Belgium's best visited websites demonstrated how to look behind their site and… possibly win a brand new A-Class for a year. The game was also announced on TV by adding a tag-on to the new A-Class commercials.

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Behind The Sites

Client: Mercedes-Benz | Agency: BBDO

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The briefing:

Confirm Lay’s expertise in chips and flavour with a unique, nationwide and mouth-watering involvement of its consumers.

The idea:

We gave all Belgians the chance of a lifetime to create their own Lay’s flavour and win a whopping €25.000 + 1% turnover! Massive support on TV, the internet and social media made sure this tasteful contest became and stayed the talk of the nation all year long. A jury under the supervision of chefs Wout Bru and Lionel Rigolet selected two finalists, whose flavours were put on the market. All Belgians then started to buy and vote for their favourite flavour. In the end, the winning flavour not only won the big prize, his/her flavour was also sold as a Lay’s Limited Edition. Talk about a deliciously satisfying contest!

The awards:

Effie Awards - Gold
Effie Awards - Measurement Effectiveness Award
Topspots - Brand Impact Award: Gold
Best of Activation – Category FMCG: Gold
Best of Activation: Best of Integrated

Caseboard

Maak Je Smaak

Client: Lay's | Agency: BBDO

Award Award Award
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The briefing:

Ethias is a national insurance company with very few offices, because it’s a direct insurer. When a new local office opens, Ethias wants the whole neighbourhood to know about it. Our challenge: turn the opening of a new Ethias office into a major event for the local community.

The idea:

When a new office is set up, it is practice to give a big opening reception and invite as many people as possible. Faithful to the tagline “Ethias does what should be done”, we decided NOT to organize a party and preferred to spend the party budget of 5,000 euros on something meaningful for the neighbourhood: a local project chosen by the community itself. This community program we call “The Neighbourhood Fixers”.

  • Phase 1: our campaign. Via direct mailing, print ads, billboards and local television we invited local people to submit their favourite projects (e.g. new facilities for scouts, or sun roof for kindergarten).
  • Phase 2: their campaign. We supported them to run for their projects by offering campaign tools (online,personalized posters…) but amazingly people also used their own creativity (e.g. handing out candy). Everybody was invited to visit our campaign website and to vote for their favourite project.
  • Phase 3: the winner. On local tv Ethias handed out a cheque of 5,000 euros to the project with the most votes from the public and a professional jury.

The awards:

DMA-ECHO Awards – Category Insurances: Silver
Cuccko Awards – Coup de Coeur: Gold
Best of Activation – Category Longterm: Gold
Best of Activation – Category Services: Silver
Best of Activation – Category Integrated: Silver
Best of Activation – Category One-to-One: Bronze

Caseboard

Buurtfiksers

Client: Ethias | Agency: BBDO

Award Award Award Award
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The briefing:

To organize the launch of the 21st Century Beetle in Avant Premiere: A launch not only for the dealers but also for the big public.

The idea:

The Beetle: it makes you fall in love in a few seconds, it makes your heart beat faster: “The Beats of Love!”. We converted the first floor of the auto museum in a state of the art expo of the Beetle. People got to know the roots of the Beetle, some special models and of course at the end of the timeline: the 21st Century Beetle. Since the top chef Yves Mattagne did like the Beetle very much, he was more then happy to join in the project, with a special pop up Beetle resto by Yves Mattagne. To inaugurate this temporary set up, the famous Belgian Pop group Hoo- verphonic not only covered the song “Beats of love” but they also gave an unforgettable concert especially for dealers and Beetle lovers!

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Launch New Beetle

Client: Volkswagen | Agency: BBDO Live

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The briefing:

SD Worx is the number 1 HR-service provider in Belgium. Like every year they want to send a New Year card to their employees and clients. But in their war against paper waste they want to send their wishes online. Of course, they would like a bit more impact than the average e-mail with a wishes card attached.

The idea:

As a trendsetter in Human Resources Management, SD Worx is always thinking about the future of work. Are we going to work more from our home office? Will people find more time to spend with their children? We came up with the Future of Work Predictor. With this application we give people a sneak preview into their professional future by taking them on a ride through their LinkedIn profile of the future. We also give them a chance to express their New Year’s resolutions for the coming year. We then seal those resolutions and send them back next year! The future of Work Predictor is the first ever application that takes over people’s LinkedIn profile.

The awards:

Cuckoo Awards - Social Media - B2B: Gold
Best of Activation – Category Services: Bronze

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The briefing:

The consequences of the climate changes mainly affect the women and children of rural districts in the South, although the climate changes are the result of the behavior of the people in the North.

11.11.11 wanted to make the people of the North aware of the problem. Therefore the focus of the campaign was creating awareness of the problem in order to convince them to change their behavior. Raising money to give support the people in the South was a second objective and the last one was to keep on putting pressure on the government, who have made a climate pact to decrease the CO2 emission in Belgium with 40% in 2020, but who are way behind on what they promised.

The idea:

The South is the biggest victim of the climate changes, mainly caused by the North. This leads to migration, diseases, total ruination of harvest… You could say that the South literally pays the bill of the climate changes. Therefore in the print campaign we decided to make this real and to visualize this by showing one of the consequences of the climate changes, a fluctuation, in which we see someone of the South holding a bill and showing his outrage. This symbolic bill is the key visual throughout all this campaign (TV, Print, banners, flyers, radio).

Climate Bill

Client: 11.11.11 | Agency: BBDO

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The briefing:

Create emotional bonding, educate Families with young children about the advantages of Belgacom TV and push sales.

The idea:

Nowadays, kids are much more digi savvy than their parents when it comes to new technologies. We translated this insight in one overall concept: the Reversed World. Kids take the role of the parents, telling/educating their parents about the benefits of digital TV. This resulted in a series of scripts with funny situations and witty dialogues so recognizable to people that quickly the whole of Flanders used the best quotes out of the TV commercials.

The awards:

Effie: Silver
Best of Activation – Silver Advertisers Jury, IT & Telecom - Silver

Belgacom TV - Kids campaign

Client: Belgacom | Agency: BBDO

Award Award
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The briefing:

Sales wise Volvo's DRIVe models were doing great. But nowadays every car brand has a 'green' story to tell. All boosting their low fuel consumptions. How could we tell our DRIVe-story in a differentiating and credible way?

The idea:

Who really believes these numbers of fuel consumption? We decided to deliver proof. We gave 4 Volvo C30 DRIVe cars with GPS-trackers to 4 consumers. Their mission: use the C30 in their daily life while driving as far as possible on 1 tank of fuel. To ensure public interest people could bet on which driver would do the most km's.

VOLVO C30 'DRIVe Challenge'

Client: Volvo | Agency: BBDO

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The briefing:

Raise awareness and position the new Volvo S60 as the most dynamic Volvo ever, before the official launch campaign.

The idea:

Using social media and the excellent reputation of Volvo in the BTCS-races we started targeting 'petrol heads'. We offered them an irresistible prize: a race day at Francorchamps, including a few laps in the S60 BTCS racecar. Our platform: a Facebook application. All they needed to do to qualify as a 'Lucky Bastard' was successfully complete a car-related quiz as fast as possible. Once they had proven their speed & knowledge, they needed to create a ‘fan club’ and doing so they spread the S60 message with their friends.