Title | THE PEANUT EXPERIMENT |
Brand | RADIO 1 |
Product/Service | RADIO 1 - THE WEEK OF EDUCATION |
Category |
A05. LIVE EXPERIENCE |
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
Contributing Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
Contributing Company 2
|
VRT Brussels, BELGIUM
|
Production Company
|
CAVIAR Brussels, BELGIUM
|
Production Company 2
|
SONICVILLE Brussels, BELGIUM
|
Credits
Sam Sisk/Els Lagrou/Karsten Dekkers |
Radio 1 |
Client |
Jens Mortier/Joost Berends/Philippe De Ceuster |
Mortierbrigade |
Creative Director |
Vincent D' Halluin |
Mortierbrigade |
Strategy |
Kwint De Meyer |
Mortierbrigade |
Creative |
Willem De Wachter |
Mortierbrigade |
Creative |
Charlotte Coddens |
Mortierbrigade |
Business Director |
Nathalie Blomme |
Mortierbrigade |
Agency Producer |
Audrey Dierckx |
Caviar |
Producer |
Tom Willems |
Caviar |
Director |
|
VRT |
Radio Production |
The Campaign
Belgium is very traditional when it comes to branded content. The media are still dominated by
the traditional 30 sec. commercials and billboards, there is some sponsoring and we see product
placement in typical programs like cooking shows. There have been several attempts to do
Branded Entertainment shows, but nealy all of them failed.
Results
Right before the start of the new school year
Radio 1 wanted to open the discussion about the quality of the Belgian education system.
To do this, we created a challenge based on a scientific test for animals from the Max Planck Institute for Anthropology.
Immediately the discussion took off
Even the Education Minister got involved
The campaign was widely spread
‘Radio 1 goes to school’ became one of the most discussed and most listened-to Radio 1 broadcasts ever.
We choose for a qualitative media approach. Rather than broadcasting our commercials often,
we showed them only on selected moments, right before the most popular shows on national
television. These prime time shows have market shares of up to 49%!
The campaign was widely spread
‘Radio 1 goes to school’ became one of the most discussed and most listened-to Radio 1 broadcasts ever.
Recorded results:
- +220,000 shares
- + 40,000,.000 people reached
- + 10% Facebook fans within one week
Or how one single peanut can induce a lot.