| Title | THE PEANUT EXPERIMENT |
| Brand | RADIO 1 |
| Product/Service | RADIO 1 - THE WEEK OF EDUCATION |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Agency
|
VRT Brussels, BELGIUM
|
|
Production Company
|
CAVIAR Brussels, BELGIUM
|
Credits
| Jens Mortier/Joost Berends/Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Sam Sisk/Els Lagrou/Karsten Dekkers |
Radio 1 |
Client |
| 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 Brief
Right before the start of the new school year
Radio 1 wanted to open the discussion about the quality of the Belgian education system.
Describe how the promotion developed from concept to implementation
To do this, we created a challenge based on a scientific test for animals from the Max Planck Institute for Anthropology.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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.