| Title | BREAKVERTISING |
| Brand | SBS BROADCASTING GROUP BELGIUM |
| Product/Service | NEW TV ADVERTISING REVENUE MODEL |
| Category |
A05. Media Relations |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Production Company
|
TELENET Mechelen, BELGIUM
|
|
Production Company 2
|
THE BREAKFAST CLUB Gent, BELGIUM
|
|
Production Company 3
|
PIXMIX STUDIOS Berchem, BELGIUM
|
Credits
| Sigrid Van Den Houte |
SBS |
Chief Commercial Officer |
| Inge Smidts |
Telenet |
Senior VP Residential Marketing |
| Matthias De Smet |
These Days |
Copywriter |
| Gertjan De Smet |
These Days |
Art Director |
| Werner Van Reck |
These Days |
Chief Creative Officer |
| Pieter Staes |
These Days |
Associate Creative Director |
| Manuel Ostyn |
These Days |
Associate Creative Director |
| Sam De Volder |
These Days |
Executive Creative Director |
| Mateusz Mroszczak |
These Days |
Creative Director |
| Toon Diependaele |
These Days |
Chief Strategy Officer |
| Nicolas Moerman |
These Days |
Strategic Planner |
| Jef Raeman |
These Days |
Strategic Planner |
| Jentina Van Eynde |
These Days |
Account Manager |
| Dagmar Duportail |
The Breakfast Club |
Producer |
| Jeff Bronder |
The Breakfast Club |
Director |
| Peter Baert |
Raygun |
Production Manager |
The Campaign
A shift in technological possibilities, combined with changing consumer behavior has changed TV advertising. People now have the power to skip whatever they want including advertising.
So instead of interrupting their viewing pleasure to communicate to them, we gave them the power and communicated when the viewers themselves decide to pause their content.
We developed an advertising innovation for TV broadcaster SBS, that starts from this real consumer behavior. The moment somebody takes a break (pushes the pause button) we display a non-intrusive commercial message, which is tailored based on the consumers past viewing data and the context they are in. Instead of the standard frozen screen of the content.
This can be a still or moving image or even an interactive screen.
As soon as consumers press play, their content starts again and the advert disappears.
After initial development of the new medium it was launched with a press conference sparking a large debate about the future of TV advertising.
A test phase was also announced in which certain partners got the chance to join in pioneering this new way of non-intrusive advertising. Proving to advertisers nationwide that SBS is always at the cutting edge of advertising.
The Brief
Get advertisers to allocate their media budget with the SBS broadcasting company instead of larger competitors. And in the meantime prove that they are an innovative company and medium.
Execution
Instead of interrupting consumers’ viewing pleasure to communicate to them, we gave them the power and communicated when the viewers themselves decide to pause their content.
We developed an advertising innovation for TV broadcaster SBS, that starts from this real consumer behavior. The moment somebody takes a break (pushes the pause button) we display a non-intrusive commercial message, which is tailored based on the consumers past viewing data and the context they are in. Instead of the standard frozen screen of the content.
This can be a still or moving image or even an interactive screen.
As soon as consumers press play, their content starts again and the advert disappears.
Breakvertising sparked a huge debate with advertisers, broadcasters and advertising agencies alike becoming a major topic in Belgian media. And it reaffirmed the image of SBS as one of the most innovative broadcasting companies in Belgium.
Interest for advertising on the SBS channels peaked, boosting both sales and revenue for the coming year.
The Strategy
TV advertising is expensive, especially in Flanders (Belgium) with a total audience of only 6 million people. SBS is one of the smaller Flemish TV channels with only an average market share. Since we’re not the biggest, we have to be the brightest in a bid to convince Flemish marketers to allocate their media budget to SBS. From the consumer perspective we observe an increasing shift in TV viewing behavior towards on-demand viewing and ad-skipping, putting more strain on the TV advertising model.
If we wanted to win the advertisers we had to adapt to the ever-evolving viewing behavior of consumers. And equally important flaunt it for all advertisers to see.