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

Name	Company	Position
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.