| Title | PRANK A WANKER |
| Brand | HUMO MAGAZINE |
| Product/Service | HUMO MAGAZINE SUBSCRIPTIONS |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Agency
|
DE VIJVER MEDIA Vilvoorde, BELGIUM
|
|
Production Company
|
GODELINA Schilde, 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 |
| Vincent D' Halluin |
Mortierbrigade |
Strategy |
| Eline Rousseau |
Mortierbrigade |
Agency Producer |
| Evert Vermeire |
Mortierbrigade |
New Business Director |
| Tallita Ortiz De La Torre |
Mortierbrigade |
Strategic Planner |
| Wietse De Ridder |
Mortierbrigade |
Creative Developer |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
| Jan Eelen |
|
Director |
| Godelina |
Godelina |
Production Company |
| Birger |
Eugene/Louise |
Animation |
| Neel Cockx/Henry Commerman |
|
Editor |
| Geluidshuis |
Geluidshuis |
Sound Production |
The Brief
Briefing:
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!
Describe how the promotion developed from concept to implementation
We adapted and expanded the campaign to facebook, allowing people to prank their friends with some more movies.
Describe the success of the promotion with both client and consumer including some quantifiable results
Results:
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%.
Explain why the method of promotion was most relevant to the product or service
Idea:
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.