| Title | UNPLUGGED BLACKOUT |
| Brand | 2BE |
| Product/Service | TV STATION |
| Category |
C06. Publications & Media |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
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 |
Brief Explanation
The risk of an electricity blackout was a hot topic in Belgium. People had to prepare for long evenings without electricity and television. We translated a complete TV evening (with Game of Thrones, Homeland,local formats,....) into a magazine, including a commercial break. The magazine was distributed with the 2 biggest Belgian newspapers. More than 400.000 copies were distributed. The choice of this medium 'newspapers' was relevant:- because it was informing a lot about this hot topic- because we wanted to reach a new target group - because this medium is consumed when checking TV schedules.
Results and Effectiveness
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.
Creative Execution
We translated a complete TV evening (with programs such as Game of Thrones, Homeland, local formats,....) into a magazine, including a commercial break.
2BE collaborated with the 2 biggest newspapers in Belgium and inserted the magazine with the weekend edition. Due to this partnership we have distributed more than 400.000 copies we have reached more than 1 mio Belgians.
Insights, Strategy and the Idea
With 2BE we want to reach active young couples, between 25 & 35. They have a busy life and in their free time they want to be entertained and surprised. Difficult to reach via traditional media, the creative idea had to generate word of mouth to stands out.
The magazine was distributed by the 2 biggest Belgian newspapers : Het Laatste Nieuws en De Morgen. - De Morgen: young active people, important prospects - HLN: Biggest newspaper to generate sufficient reach.