| Title | UNPLUGGED BLACKOUT |
| Brand | 2BE |
| Product/Service | TV STATION |
| Category |
A07. Original Printed Content |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Contributing Company
|
FAMOUS BRUSSELS, BELGIUM
|
Credits
| Tim Driesen |
Famous Brussels |
Creative Director |
| Iwein Vandevyver |
Famous Brussels |
Creative Director |
| Laurent Dochy |
Famous Brussels |
Digital Creative Director |
| Mieke Van De Gehuchte |
Famous Brussels |
Business Director |
| Marlies Neudt |
Famous Brussels |
Project Leader |
| Steven Janssens |
Famous Brussels |
Copywriter |
| Olivier Maquenne |
Famous Brussels |
Art Director |
| Gaetan Garcia Gomez |
Famous Brussels |
Art Director |
| Joris Joosten |
Famous Brussels |
Strategy |
The Campaign
2BE is a Flemish TV station that brings humor and entertainment to young adults (18-34). It does that in its own crazy and entertaining style, different from all other stations. It had recently relaunched its new baseline and redefined this 'crazy entertainment' positioning.
We wanted to prove this positioning by creating something that made fun of something serious; the possibility of electricity blackout.
The objective of this campaign was building awareness for 2BE.
With this campaign we have reached more than 1mio people.
We have reached more people than with an average 2BE campaign.
Due to the creativity of this idea, we had a lot of free publicity in press and social media.
We made television tangible by creating a magazine and showing our TV programs and installing our fun tone of voice. By distributing that in more than 400 000 copies (reaching over 1 000 000 people) we made sure that new viewers got a taste of the new 2BE.