A03. BRAND OR PRODUCT INTEGRATION INTO AN EXISTING PROGRAMME OR PLATFORM
Entrant Company
DUVAL GUILLAUME Antwerp, BELGIUM
Contributing Company
DUVAL GUILLAUME Antwerp, BELGIUM
Production Company
GERONIMO Antwerp, BELGIUM
Credits
Name
Company
Position
Geoffrey Hantson
Duval Guillaume NV
Creative Director
Katrien Bottez
Duval Guillaume NV
Creative Director
Ralf De Houwer
Duval Guillaume NV
Copywriter
Jonas Caluwé
Duval Guillaume Nv
Art Director
Elke Janssens
Duval Guillaume NV
Account Director
Jef Leysen
Duval Guillaume Nv
Account Manager
Piet Wulleman
Duval Guillaume NV
Strategic Director
Sophie Jadoul
Duval Guillaume NV
Strategic Planner
Melissa Van Houtte
Initiative
Media Planner
Marc Van Buggenhout
ASP BVBA
Agency Producer
Tuyen Pham Xuan
ASP BVBA
Agency Producer
Dirk Domen
Geronimo
Director
Piet Deyaert
Geronimo
Dop
Jasper Moeyaert
Geronimo
Executive Producer
Mathias Kerner
Geronimo
Production Assistent
The Campaign
In Belgium it is quiet common to have age warnings during the Film TV programs. Right before the movie starts.
Never before these age warnings were used for a Brand. With Plan Belgium we hijacked those age warnings.
Results
Challenge: The numbers are staggering. Every minute 27 girls are forced into marriage. That's 1 every 2 seconds. Child marriage is a global problem. The practice violates girls' human rights, curtails their education, harms their health and sharply constrains their future.
Objective:
1. Get the global problem of Child marriage to the living room. Create talk-value.
2. Activate people to become a PLAN parent.
Strategy: The start of a solution is simple: more education. Getting girls to school means delaying marriage. And by becoming a Plan parent that's exactly what you're helping to achieve.
Execution: PLAN Belgium helped girls to hijack and take over movie ‘age warnings’ in prime time on National Television. In these touching ‘hijackings’, 3 separate girls tell an emotional story and paint a picture about this horrible tradition.
Note: age warnings are very common in Belgium.
PLAN Belgium helped girls to hijack and take over movie ‘age warnings’ in prime time on National Television, in movie theatres and – via Preroll - in YouTube Movie trailers. In these touching ‘hijackings’, 3 separate girls tell an emotional story and paint a picture about this horrible tradition.
At the end of each 'testimonial' we activate people to become a Plan Parent.
Aim was to bring the problem to the living room and by doing so create a lot of rumor and conversation. And it did. Massively. Child marriages were discussed on all national media and on numerous blogs. National and international. But most important of all: there was a 85% increase of people who became Plan Parents, compared to the campaign results of last year.