Title	WTF TWEETS FROM A POLITICIAN
Brand	DE OPVOEDINGSLIJN
Product/Service	PHONELINE-HELPCENTER
Category	G01. Social for Mobile
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

Creative Execution

By taking over the Twitter account on the smartphone of a respected politician (over more than 22.000 followers, a lot for Belgian politicians) we prepared everything in detailed scenario (tweets, hashtags, emoticons, images,...) Next to content of the messages we also prepared timing of the posts. Taking into account the fact that it would be most credible if we started posting at a time that children are still home and the parent can leave his smartphone unattended. Media outreach is best between 7- 9am. When radio stations cover an item in the morning, it usually lives throughout the day.

Only seconds after the funny tweets were posted online, people started retweeting while asking questions or making fun of it. Radio stations started calling for more explanation about De Opvoedingslijn and what exactly happened on his Twitter. All national print press covered the incident the day after and the campaign was topic of the day. An average tweet from the politician reaches an interaction score of 60 (includes; favourites, retweets, clicks on profile, clicks on tweets). The interaction score of our tweets reached an average score of 3,125. De Opvoedingslijn received 6 times more calls. Their website gained 200% more visitors. We’re reached an incredible ROI of €980.000 (advertising use). Only six simple tweets multiplied the number of daily calls by six. This was the main goal of the campaign for De Opvoedingslijn (get more phone calls and e-mails from concerned parents + raise more awareness about our hotline).

Parents struggle with the online behavior of their children. In this case: for example, nowadays children already use smartphones at a very young age. De Opvoedingslijn is a hotline that offers advice on this topic. To reach parents who are active on social media, we caught attention with a surprising idea on a well-know politician’s Twitter account. We pretended that his 9-year old daughter was sending childish tweets trough his smartphone on his Twitter account. This caught the attention of many followers and the Belgian media.