| Title | BREAKVERTISING |
| Brand | SBS BROADCASTING GROUP BELGIUM |
| Product/Service | NEW TV ADVERTISING REVENUE MODEL |
| Category |
H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Production Company
|
TELENET Mechelen, BELGIUM
|
|
Production Company 2
|
THE BREAKFAST CLUB Gent, BELGIUM
|
|
Production Company 3
|
PIXMIX STUDIOS Berchem, BELGIUM
|
Credits
| Sigrid Van Den Houte |
SBS |
Chief Commercial Officer |
| Inge Smidts |
Telenet |
Senior VP Residential Marketing |
| Matthias De Smet |
These Days |
Copywriter |
| Gertjan De Smet |
These Days |
Art Director |
| Werner Van Reck |
These Days |
Chief Creative Officer |
| Pieter Staes |
These Days |
Associate Creative Director |
| Manuel Ostyn |
These Days |
Associate Creative Director |
| Sam De Volder |
These Days |
Executive Creative Director |
| Mateusz Mroszczak |
These Days |
Creative Director |
| Toon Diependaele |
These Days |
Chief Strategy Officer |
| Nicolas Moerman |
These Days |
Strategic Planner |
| Jef Raeman |
These Days |
Strategic Planner |
| Jentina Van Eynde |
These Days |
Account Manager |
| Dagmar Duportail |
The Breakfast Club |
Producer |
| Jeff Bronder |
The Breakfast Club |
Director |
| Peter Baert |
Raygun |
Production Manager |
Creative Execution
We developed a new way to advertise in a non-intrusive way on an existing medium: TV. Adapting advertising on TV to the new ways of viewing content and the ever-changing behavior of consumers. By only communicating with viewers when they themselves decide to pause the content we are assured of their attention without forcibly fragmenting their entertainment.
Through use of data and context the still, moving or interactive adverts can even be specifically targeted. With the possibility for viewers to interact with online content linked to the specific ad by pushing the red button on their remote control.
.
Breakvertising sparked a huge debate with advertisers, broadcasters and advertising agencies alike becoming a major topic in Belgian media. And it reaffirmed the image of SBS as one of the most innovative broadcasting companies in Belgium.
Interest for advertising on the SBS channels peaked, boosting both sales and revenue for the coming year.
With people now having the power to skip whatever they want including advertising. Broadcaster SBS had to come up with something to boost their sales of advertising space and to stand out in a shrinking market.
So instead of interrupting the viewing pleasure to communicate to viewers, we gave them the power and communicated when they themselves decide to pause their content.
We developed an advertising innovation for TV Station SBS, that starts from this real consumer behavior. The moment somebody takes a break (pushes the pause button) we display a non-intrusive commercial message, which is tailored based on the consumers past viewing data and the context they are in. Instead of the standard frozen screen of the content.
This can be a still or moving image or even an interactive screen.
As soon as consumers press play, their content starts again and the advert disappears.