| Title | BLOCKED CONTENT BANNERS |
| Brand | BRUSSELS AIRLINES |
| Product/Service | FLIGHTS TO FRANCE |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA 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 |
| Isabel Peeters |
BBDO Belgium |
Account Supervisor |
| Jutta Callebaut |
BBDO Belgium |
Copywriter And Art Director |
| Stijn Martens |
Brussels Airlines |
Advertiser Supervisor |
Results and Effectiveness
Our blocked content banners got a click-trough rate of 14,99%. Which is almost a hundred times more than the rate of an average banner campaign. By clicking trough the consumer could directly book a flight to a French destination. During our campaign period 6,8 % more flights were booked to destinations in France.
Creative Execution
Flights to a neighboring country get almost always booked online.
That’s why we found it necessary to implement our idea there.
40% of the French speaking Belgians watch the TV programs broadcast in France rather than they watch TV programs broadcast in Belgium. But a Belgian can’t watch the missed episodes online; the video content is blocked.
We used the online platform of TF1, a famous French TV channel to spread our message. We came up with the idea to use these blocked content videos as our medium. After reading that the content is not available in your country, nobody expects to get another message. So we grabbed this opportunity, and we successfully surprised our target group with using these blocked content videos as our medium.
After clicking trough on the blocked content banner, they could immediately book a flight to France.
Insights, Strategy and the Idea
Brussels Airlines wanted to promote their low-cost flights from Belgium to France to the French speaking part of Belgium.
In first instance they wanted to let the French speaking Belgians discover the low-cost flights to the neighboring country France.
They wanted the Belgians to get to know their range of promotions and offers, even to destinations that are easily accessible with other means of transportation as well.
In second instance they hoped to increase the number of bookings to these countries.