Title	WTF TWEETS FROM A POLITICIAN
Brand	DE OPVOEDINGSLIJN
Product/Service	PHONELINE-HELPCENTER
Category	B01. Use of Social Platforms
Entrant Company	DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency	DUVAL GUILLAUME Antwerp, BELGIUM

Name	Company	Position
Dries De Wilde	Duval Guillaume	Executive Creative Director
Koenraad Lefever	Duval Guillaume	Executive Creative Director
Véronique Sels	Duval Guillaume	Executive Creative Director
Jeremie Goldwasser	Duval Guillaume	Copywriter
Ad Van Ongeval	Duval Guillaume	Art Director
Tine Van Hasselt	Duval Guillaume	Account Executive
Louis Gheysens	Duval Guillaume	Account Manager
Patrick Clymans	Duval Guillaume	Head of Account Management
Kathy Van Looy	Duval Guillaume	PR Manager
Eline D'haen	CD/V	Communication Advisor
Ilse De Block	De Opvoedingslijn	Managing Director

Brief Explanation

Nowadays, a lot of parents worry about the online behavior of their children. The idea was to take over the Twitter account of a famous politician who has 3 kids of his own, who is very active on Twitter. We made it look like one of his children was tweeting on his account. The idea was simple and very relevant to De Opvoedingslijn. This hotline offers parents advice about the behavior of children in general and their use of social media in specific.

Results and Effectiveness

Seconds after the funny tweets went online, people started retweeting. Several national radio stations called the politician -on air- for some explanation. The campaign became a topic in the national tv and was featured the next day in all major newspapers in the country. An average daily tweet from the politician on Twitter reaches an interaction score of 60 (favorites, retweets, clicks on tweets). The interaction score of our tweets reached an average score of 3,125. De Opvoedingslijn received 6x more calls. The website gained 200% more visitors. Only six simple tweets multiplied the number of daily calls by six.

Creative Execution

We used the Twitter account of Wouter Beke, one of the most famous politicians in Belgium. He has 22.000 followers, which is a lot for Belgium. Anything he tweets, gets easily picked up by the major Belgian news media.

Insights, Strategy and the Idea

The target audiences of our client are parents. More specifically parents who have questions about online behavior of their children. Very often these parents are very active online themselves. The Twitter account of Wouter Beke has over than 22.000 followers, which is a large amount of followers for a Belgian politician. We prepared the whole stunt in a detailed scenario. Next to the content of the messages, we also prepared the timing of the posts. We also took into account the fact that it would be most credible if we started posted at a time that children are still home.