| Title | PUKKELPOP VOOR 5 EURO |
| Brand | KBC |
| Product/Service | BANK & VERZEKERINGEN |
| Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Sebastien De Valck |
BBDO Belgium |
Creative Director |
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
| Jasper Verleije |
BBDO Belgium |
Art Director |
| Sarah Huysmans |
BBDO Belgium |
Copywriter |
| Leen Van Den Brande |
BBDO Belgium |
Agency Producer |
| Leen Van Den Brande |
BBDO Belgium |
Art Buyer |
| Adrien Schrobiltgen |
BBDO Belgium |
Designer |
| Guillaume Janne |
BBDO Belgium |
Designer |
| Michele Defeudis |
Michele Defeudis |
Illustrator |
| Laura Remory |
BBDO Belgium |
Account Manager |
| Niklaas Van Heukelom |
BBDO Belgium |
Account Manager |
| Bart De Leeuw |
BBDO Belgium |
Account Supervisor |
| Erika Deridder |
KBC Group NV |
Advertiser Supervisor |
The Brief
KBC, sponsor of the main festivals in Belgium, still had some tickets left for Pukkelpop. They wanted to share those tickets with Belgian youngsters in a fun and engaging way. “Think big” was their question.
We know for a fact that festivals are extremely expensive - especially for teens, who often don’t have too much money to spend. So we came up with the KBC festival campaign: Is your €5 note a Pukkelpop ticket. Because every teen must have a €5 note somewhere in his pockets.
Creative Execution
Our media plan was very limited.
Because Belgian youngsters are mostly to find online and our website being the key element, we went digital. We only used our Facebook page, bannering and youtube pre-rolls to guide people to the website.
To arouse interest, we built a real-life cash machine in Gent Shopping, randomly spitting out €5 notes. We used the footage in our banners and pre-rolls. We sent a direct mail to Belgian bloggers containing a real €5 note to get started and inspire their followers.
We also put up vending machines selling €5 notes for 5 euros of change.
Describe the creative solution to the brief/objective.
It was simple. We built a website where you could check your €5 notes.
Every €5 note has a unique serial number. If you got a €5 note and you entered its unique code on our website, you got a chance of winning a Pukkelpop ticket. If you entered a winning number AND you could show us the original €5 note, you won a free entry for 1 day for you and a friend.
The objective was to keep the barriers low, to have fun, and to have as many participants as possible.
Results
We kept the barriers very low which was very effective.
Results? We got more than 150,000 visitors on the website and 63,151 €5 notes were checked in only 8 days. Some people really went for it: one person even checked 187 notes.
Facts
• 3/5 visitors via mobile: smartphones (54%) + tablets (9%) = 63%.
• Total of 22,5 million banner impressions
• +150K website visits (15.035 visits/day - 10 visits/minute )
• Total of 123.899 unique visits through online bannering (82%)
• 63K participations
• Average of 5 participations per person
• 151K Youtube views