| Title | PRANK A WANKER |
| Brand | HUMO MAGAZINE |
| Product/Service | HUMO MAGAZINE SUBSCRIPTIONS |
| Category |
B06. PUBLICATIONS & MEDIA |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
| Jens Mortier/Joost Berends/Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Manuel Ostyn/Pieter Staes/Jeroom Snelders/Jan Eelen/Guy Mortier/Jens Mortier |
Mortierbrigade |
Creative Teams |
| Lisbeth Rillaerts/Steven Huyers/Maarten Denys |
Humo |
Client |
| Eline Rousseau |
Mortierbrigade |
Agency Producer |
| Evert Vermeire |
Mortierbrigade |
New Business Director |
| Vincent D' Halluin |
Mortierbrigade |
Strategy |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
| Wietse De Ridder |
Mortierbrigade |
Creative Developer |
| Jan Eelen |
|
Director |
| Geluidshuis |
Geluidshuis |
Sound Production |
| Godelina |
Godelina |
Production Company |
| Neel Cockx/Henry Commerman |
|
Editor |
| Birger |
Eugene/Louise |
Animation |
Creative Execution
The last couple of years, like all printed magazines, Humo Magazine has lost many readers. But slowly they are winning every single one of them back. Thanks to the renewed quality of the articles, great interviews and ... free porn!
240.000 men allegedly did ‘NOT’ see the free live webcam session.
The Facebook versions reached 982.164 people. (1 in 6 Dutch speaking Belgians!)
Subscriptions multiplied by 12 during the campaign.
Engagement rate went up 124%.
We teamed up with a soft porn producer and offered his fanbase of 240.000 men a free erotic webcam session. The session got interrupted by Jeroom (Humo’s popular cartoonist). He claimed he was filming the viewer via the webcam. The viewers then could choose: either subscribe to Humo, or share the images on facebook. Then we adapted and expanded the campaign to facebook, allowing people to prank their friends with some more movies.