| Title | DEFROST DINNERS |
| Brand | ELECTRABEL |
| Product/Service | ENERGY SUPPLIER |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
FAMOUS BRUSSELS, BELGIUM
|
|
Production Company
|
BONANZA Antwerp, BELGIUM
|
|
Production Company 2
|
VOLSTOK Gent, BELGIUM
|
Credits
| Tim Driesen |
Famous Brussels |
Creative Director |
| Iwein Vandevyver |
Famous Brussels |
Creative Director |
| Laurent Dochy |
Famous Brussels |
Digital Creative Director |
| Carola Michiels |
Famous Brussels |
Business Director |
| Isabelle Hankard |
Famous Brussels |
Brand Leader |
| Annick Danckers |
Famous Brussels |
Project Leader |
| Bart Segers |
Famous Brussels |
Digital Production Director |
| Diederik Jeangout |
Famous Brussels |
Art Director |
| Pieter Claeys |
Famous Brussels |
Copywriter |
| Luc Libens |
Famous Brussels |
Copywriter |
Brief Explanation
The Insight
Instead of using classical media to help Electrabel create awareness about the need of reducing energy consumption, we used Belgium's most popular cooking reality TV show to tackle one of the most energy consuming devices in your home : your freezer.
The Idea : The TV show 'Come dine with me' became 'Come defrost with me.'
In this daily show a team of 4 people who do not know each other, invite each other on a diner party at their home.
We challenged them in our episodes to defrost & cook with frozen ingredients only.
Results and Effectiveness
Brand:
• 35% of Belgian households found action very relevant
• Positive impact on responsible leader image Electrabel
• Positive feedback from customers and demand to organize more concrete actions around lowering energy consumption
Business
• 35,8% of Belgian households defrosted their freezer after seeing campaign. (source: Ivox)
• Resulting in energy saving of 17.012.160 kWh, or the yearly usage of 4.860 households
Communication
• Spontaneous campaign awareness = 45%
• Message take out = 82%
• Campaign Relevance (very + relevant) = 45%
• Average rise market share of 'Come Dine With Us' of 18% versus 2014 season's average
Creative Execution
TV content partnership : 4 daily episodes of the show in 1 week
Display Bannering
2 weeks before the actual program an online campaign ran to install awareness & invite people to watch this special edition of the popular show.
TV Billboards
2 waves :
billboards accompanying trailers announcing the program
billboards during the program week
Insights, Strategy and the Idea
Target = all Belgians
Due to the shut down of 2 crucial nuclear power plants, our country was in risk of shortage in energy supply in the winter of 2014 - 2015.
A big part of Belgians held Electrabel responsible for this.
The right choice of media was crucial to gain sympathy for our brand & the campaign. That is why we decided to partner with Belgium's favourite cooking reality show.