| Title | BLACKMAILING LAWYERS |
| Brand | ORDE VAN VLAAMSE BALIES |
| Product/Service | FLEMISH LAWYERS ASSOCIATION |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
FAMOUS BRUSSELS, BELGIUM
|
Credits
| Tim Driesen |
Famous Brussels |
Creative Director |
| Iwein Vandevyver |
Famous Brussels |
Associate Creative Director |
| Laurent Dochy |
Famous Brussels |
Digital Creative Director |
| Iwein Vandevyver |
Famous Brussels |
Creative |
| Laurent Dochy |
Famous Brussels |
Creative |
| Marlies Neudt |
Famous Brussels |
Project Leader |
| Stijn Huyberechts |
Famous Brussels |
Web Development |
| Pieter Jan Claessens |
Famous Brussels |
Dop/Editing |
Results and Effectiveness
A simple url not only became a powerful medium, but also demonstrated the message itself.
Within hours: precious air time in the most popular morning show of Radio 1, the leading radio station for 30+ higher educated people, perfect for reaching a ‘business’ target group.
All major media in Flanders picked it up immediately, with a media coverage worth over 350.000 euros. Knowing Flanders only has around 5 million inhabitants, this is rather huge.
In the week following the event, traffic on the Flemish Lawyers’ site increased by 600%.
And all that for only... 9 euros.
Creative Execution
We used one medium, and that’s a URL.
When we noticed Radio 1 didn’t register it, we immediately bought it for only 9 euros, and within a couple of hours we launched a page on www.alwayscurious.be.
The lawyers then started blackmailing: Radio 1 could get their domain name back in exchange for a few minutes on the channel to explain to all listeners the importance of a lawyer for issues such as:
• Is the domain name of my company protected?
• Can I prevent others using my domain name?
• What exactly is intellectual property of a company?
• Should we start a lawsuit? Or can we negotiate?
Within hours, Radio 1 responded...
Insights, Strategy and the Idea
The Flemish Lawyers’ Association wanted to communicate the importance of intellectual property and cybersquatting.
As these aren't the most easy or appealing subjects, we were always on the lookout for opportunities to get their message delivered in a relevant way, close to its consumers.
An opportunity arose when Radio 1, Belgium’s National News Radio, announced a complete rebranding, including a brand new baseline: “Always curious".
A few days prior to their launch, we noticed one important flaw: they didn’t register the url ‘AlwaysCurious.be’.
Immediately we bought this domain name for only 9 euros and launched a page on AlwaysCurious.be
On this microsite the lawyers started blackmailing: Radio 1 could get their domain name back in exchange for a few minutes on their radio station, to talk about intellectual property and cybersquatting.
The simple url not only became a powerful medium, but also demonstrated the message itself.