PARTY CRASHING THE TOILET
| Title | PARTY CRASHING THE TOILET |
| Brand | DE PERSGROEP MEDIA |
| Product/Service | ADVERTISING SPACE IN NEWSMEDIA |
| Category |
H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
|
Entrant Company
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
Credits
| Rogier Verbeek |
TBWA\NEBOKO |
Art Director |
| Matthijs Schoo |
TBWA\NEBOKO |
Copywriter |
| Valérie Dekeuwer |
TBWA\NEBOKO |
Client Service Director |
| Robert volten |
TBWA\NEBOKO |
Account Director |
| Sami Mika |
TBWA\NEBOKO |
Account Manager |
Creative Execution
We went to the event where everybody in Dutch marketing and media will be: the SAN Awards ceremony. We gave selected advertisers a personal badge. They thought it was a VIP badge. What they didn’t know: the badge contained a RFID-chip. When visiting the toilets, their badge was detected their own TV commercial started playing. Halfway the commercial was interrupted with a personal message:
“Hey John, feels good huh, peeing when your commercial is on? That’s what most people do. Without attention, reach is worthless.”
This is how we proved why they should choose newsmedia for their next campaign.
This innovative approach made sure we were the talk of the party, getting our message across on all visitors. The next day the stunt was also spread throughout marketing media, making sure that those who weren’t at the party also got to know why they have to choose newsmedia. In other words: with this stunt we reached our complete target audience.
Reach-obsessed marketers prefer TV over newsmedia. They forget that most consumers stop watching when the commercial break starts. We want to let all advertisers know that advertising in news-media much more effective.