A MOST IRRITATING CAMPAIGN TO ANNOUNCE HUMO MAGAZINE'S STRESS SPECIAL
| Title | A MOST IRRITATING CAMPAIGN TO ANNOUNCE HUMO MAGAZINE'S STRESS SPECIAL |
| Brand | HUMO MAGAZINE |
| Product/Service | HUMO'S STRESS SPECIAL |
| Category |
D01. Use of Integrated Media |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Agency
|
MEDIALAAN, BELGIUM
|
|
Production Company
|
RISTRETTOFILMS Tervuren, BELGIUM
|
Credits
| Lisbeth Rillaerts |
Humo |
Client |
| Thomas Van Campenhout |
Humo |
Client |
| Elvira Torfs |
Humo |
Client |
| Jens Mortier |
Mortierbrigade |
Creative Director |
| Joost Berends |
Mortierbrigade |
Creative Director |
| Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D'Halluin |
Mortierbrigade |
Strategic Director |
| Jens Mortier |
Mortierbrigade |
Creative |
| Philippe De Ceuster |
Mortierbrigade |
Creative |
| Yana Gestels |
Mortierbrigade |
Creative |
| Jesse Van Gysel |
Mortierbrigade |
Creative |
| Hanne Fransen |
Mortierbrigade |
Creative |
| Kirsten Ryvers |
Mortierbrigade |
Creative |
| Eline Rousseau |
Mortierbrigade |
Agency Producer |
| Ruth Laukens |
Mortierbrigade |
Digital Producer |
| Geoffrey Vandamme |
Mortierbrigade |
Digital Production |
| Sophie Bayeul |
Mortierbrigade |
DTP |
| Vito Latorrata |
Mortierbrigade |
DTP |
| Yoann Stas |
Mortierbrigade |
Graphic Designer |
| Barbara Vandekonijnen |
|
Illustrator |
Brief Explanation
Humo Magazine is a Belgian satirical weekly.
They launched a special on stress.
To promote this, we created a very irritating campaign.
Results and Effectiveness
WE GOT 178 COMPLAINTS
BUT ALSO 34.000 EXTRA SALES OVER A PERIOD OF THREE WEEKS
OVER 100.000 PEOPLE DID THE ONLINE STRESSTEST
Creative Execution
We announced our message on the streets, where our publicity car created quite some traffic stress.
Human billboards around public transport stood in the way of people going to work.
And we put flyers in people’s mailbox. Mailboxes with ‘No Pub’ on it.
People were directed to our online stresstest via stressful banners.
And on the landingpage very embarrassing sites and sounds popped up.
In print and outdoor we presented them with everything but relaxing coloring pages for adults.
And we turned callcenters into nightcallcenters
And started calling people in the middle of the night to promote the special.
Insights, Strategy and the Idea
We targeted people in places where they experience a lot of stress.