B01. Use of Digital Advertising in a Promotional Campaign
Entrant Company
FAMOUS BRUSSELS, BELGIUM
Advertising Agency
FAMOUS BRUSSELS, BELGIUM
Credits
Name
Company
Position
Katrien Bottez
Famous Brussels
Executive Creative Director
Iwein Vandevyver
Famous Brussels
Creative Director
Laurent Dochy
Famous Brussels
Digital Creative Director
Diederik Jeangout
Famous Brussels
Art Director
Pieter Claeys
Famous Brussels
Copywriter
Coppelia De Crane D'heysselaer
Famous Brussels
Project Leader
Janpieter Mels
Famous Brussels
Brand Leader
Liesbeth Pyck
Famous Brussels
Pr Director
Anne-cécile Collignon
Famous Brussels
Pr Manager
Laurens Groven
Famous Brussels
Designer
Davy Dooms
Famous Brussels
Designer
Thomas Mattheussen
Famous Brussels
Development
Stijn Huyberechts
Famous Brussels
Development
Benjamin Van Maldergem
Famous Brussels
Web Master
Arnout Everaert
Famous Brussels
Data Analyst
Charlotte Mathias
Famous Brussels
Rtv Producer
René Vermeulen
Famous Brussels
Rtv Producer
Gunter Blokken
Ecklewood
Dop
Sven Vanhee
Famous Brussels
Post Production
Marja Donckers
Famous Brussels
Production
The Brief
To save the tiger, WWF needed urgent assistance from a big group of new donators.
But how make Belgians relate to a cause happening far away?
Simple. By linking it to their own family.
Over 30% of Belgians carry a family name that's becoming extinct too.
So, we launched a national call to these families to adopt a tiger.
Launching: 'Families on the verge of extinction save a family on the verge of extinction.'
On an online platform people could discover how many people there are left with their family name.
And get invited to adopt a tiger immediately.
Campaign Success
The central hub was the campaign website, where Belgians could discover how many people there are left with their family name.
And get invited to adopt a tiger immediately.
To kick off and raise extra awareness we recruited a well-known Belgian radio host with a family name on the verge of extinction and launched with an impressive PR-campaign. Famous Belgians with a rare family name received a personalized t-shirt so they could show how limited edition they really are.
And not only Famous Belgians supported the campaign ... people started sharing their family results
... discussing them with friends on Facebook and Twitter .... in radio shows
.... and on TV-shows
This intense PR approach was supported by social media ads pushing the campaign recruitment video, a long term tactical online bannering plan and a direct mail to all Belgians with a name on the verge of extinction.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign took Belgium by storm.
- After just 2 weeks of campaigning, we received more online donations then WWF Belgium receives yearly.
- Famous Belgians supported the family of the tiger by posting selfies on their social media when wearing their personal campaign T-Shirt.
- Only one hour after the official launch, the campaign became trending topic on Facebook and on Twitter.
- We reached 1 out of 3 Belgians on social media.
- It was covered by almost every TV and radio show in Belgium. National newspapers and magazines published in depth articles explaining their readers the story of the tiger and the need for their long-term financial support. Or how you can activate the crowd, by choosing the right one.
Explain why the method of promotion was most relevant to the product or service
To save the tiger, WWF needed urgent assistance from a very big group of new donators willing to engage themselves with WWF.
Creating a general awareness campaign on TV or in print wouldn't be enough to activate Belgians to become donators.
So, how could we make Belgians relate to a cause that's happening so far away from them?