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The briefing:

Develop an out-of-the-box activation with a possible digital outflow for the launch of Knacki Football Original (ltd edition) during the World Cup of 2014. The goal? Create online buzz around the product. The challenge? Do so with a limited budget.

The idea:

The tiny Knacki meatballs shaped like footballs inspired us and we came up with the idea of launching a game of mini football during the World Cup. This idea resulted in the world’s smallest football stadium in a vending machine in Antwerp Central Station. What did the world’s smallest football stadium have to offer? An unexpected surprise, a Belgian football legend and a lot of astonished commuters.

Whoever pushed the button for a free sample was invited into the vending machine for a game against Belgian football legend Leo van der Elst with a ball the size of a Knacki. It showed that a modest vending machine can have great impact. Just like a small Knacki delivers great taste.

The results:

The YouTube video of the activation reached more than 145.000 views and many renowned blogs all over the world picked up this out-of-the-box campaign.

Herta Knackiball

Client: Herta | Agency: BBDO

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The briefing:

JC Decaux strongly believes in digital. That’s why they have a whole range of new digital features and technologies for billboards. To make Belgium’s most important advertisers aware of this, we started from digital.

The idea:

As everyone knows, JC Decaux billboards are visible on the street. But they’re also visible on the streets of … Google Street View. All these billboards have been left in place for years and years. Which means all these brands got years and years of free media space. So why not use this as a powerful B2B tool?

We sent 53 of Belgium’s biggest advertisers a framed picture of their campaign on Google Street View. We attached a letter and a detailed invoice to inform them their billboard had been visible on Google Street View for years without being paid for. Of course we weren’t actually going to let them pay. 


The only thing we asked in return was some of their time to listen to our sales team about our digital technologies and ‘How to get the most out of your media plan…’

The results:

  • 60% of advertisers who received our direct mail reacted spontaneously and booked a meeting with a sales team.
  • And after a follow-up by JC Decaux’s sales team they obtained 95% extra meetings.
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JC Decaux Unpaid Bills

Client: JC Decaux | Agency: BBDO

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The briefing:

In 2014 Douwe Egberts puts all focus on the dynamization of its base assortment and activation of the brand. And for the first year, they are main sponsor of Dag van de Buren/La Fête des Voisins.

BBDO’s mission was to emphasize this partnership with a 360° national activation. We had to bring people together, and in this particular case, we had to create new social connections between neighbours, using may 16th (Dag van de Buren) as a facilitator and a day to celebrate these established social connections.

The idea:

We started from the insight that some people have a great social connection with their neighbours while others don’t. But we all have one thing in common: our street. That’s why we created ‘De koppen bijeen voor een gezellige buurt/Levons nos tasses pour un voisinage convivial.’ We encouraged consumers to get together with their neighbours around a nice cup of coffee and think of ways to make their street more ‘convivial’, more enjoyable.

Like this, consumers had to participate actively. Douwe Egberts coffee served as a facilitator to connect people and help them come up with a communal project. Others could vote for their favourite project and every day, one of the voters won a year of free coffee.

Others could cast their vote for their favorite project. Every day, one of the voters won a year of free coffee. And 50 winning projects received € 2.000 to actually put their project into practice.

Douwe Egberts Burendag

Client: Douwe Egberts | Agency: BBDO

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The briefing:

The Winter Olympics were never a major event in our country. Our flat terrain and gently sloping hills are better suited for cycling than snowboarding. However, at the 2014 Winter Olympics we had some talented and determined athletes representing us in Sochi. And they could use some support.

The idea:

To support the Belgian team we created a film with a group of snowboarders. Led by Olympic athlete Seppe Smits they snowboard down Belgian slag heaps to the sounds of the beautiful Jacques Brel song ‘Le plat pays/The flat land’:

With only cathedrals for mountains
And black steeples for greasy poles
Where stone devils unhook the clouds
With the passing of days as sole venture
And only tracks of rain as farewells
With the westerly, listen to it claiming
This flat homeland of mine

The ambitious theme underlying this film is: "We don’t need mountains to bring home medals".

BOIC Belgian Mountains

Client: BOIC | Agency: BBDO

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The briefing:

It’s not easy for a sponsor to get noticed on a festival, especially when the sponsor is a bank. KBC wanted to put a smile on the faces of the visitors of the different festivals. Namely Rock Werchter, TW Classic, Werchter Boutique and Pukkelpop. We had to give a positive connotation to KBC and make sure that it is seen as a bank that has a positive place in this world. In other words: KBC wanted to be the talk of the festival!

The idea:

We responded to the trend within the music-culture. Vinyl is back in. So we changed the booth on the festival ground into an old classic turntable. Real classy, cool looking. Then we invited people to participate in a cool music quiz. The only thing they had to do was to find the title of the song by running, in the right pace, on our XXXL old school turntable. The pace of the runner determined the pace of the music.

There were NO gadgets to win, the only give away was ‘the fun of the experience’ and it worked. All day long there was a waiting line in front of our KBC booth. Besides the experience, the visitors could also help a good cause. Because for every time they ran on the turntable, KBC donated 1 euro to ‘Run to walk again’.

The results:

• Exactly 11.007 visitors participated our ‘Run to Rock booth’ in 9 days. That’s almost 2 participants every minute!
• ‘Run to walk again’ collected 11.OO7 euro for their cause.

Run to rock

Client: KBC | Agency: BBDO

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The briefing:

Champion suffered from an old-fashioned image and quality loss perception. The brand needed a new repositioning to get that young and cool image. At the same time Champion wanted to launch their new range of wipers. To make this a success we needed to engage as many professionals as possible with the brand and content.

The idea:

It all started with an emotional insight in a rather rational, technical market. Instead of focussing on the technical aspects, Champion wanted to show its passion for cars. ‘Champion. We love rain.’ To prove how much they love rain and how well the new range of wipers actually is, Champion sent Eric the Rain Hunter to the wettest place in Europe: Bergen (Norway). For 5 days, he tested the wipers and, to add some fun, collected as much rain as possible in a tailor-made rain mobile: a Mustang convertible with a built-in watertank. Eric challenged everyone in an online contest to collect as much rain as possible at www.championrainhunters.com

The results:

• Champion received 1992 unique visitors on their website of which 39% visited the website due to a preceding direct mailing. That’s a 43,6% response rate.
• The visitors spent an average time of 5:05 minutes on the website.
• The campaign triggered 403 people to register for the challenge.
• 43% of the players changed their route during the game week.
• An average of 58% opened their daily mails from Champion.
• In 17 days 8452 people became fans of Champion on Facebook.

Champion Rainhunters

Client: Champion | Agency: BBDO

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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

Award
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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

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The Farm

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

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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

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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:

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