HOW CHILL IS YOUR LANGUAGE?
| Title | HOW CHILL IS YOUR LANGUAGE? |
| Brand | DE STANDAARD NEWSPAPER |
| Product/Service | DE STANDAARD NEWSPAPER LANGUAGE SPECIAL |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
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Entrant Company
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MORTIERBRIGADE Brussels, BELGIUM
|
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Advertising Agency
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MORTIERBRIGADE Brussels, BELGIUM
|
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Media Agency
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MEDIAHUIS Antwerp, BELGIUM
|
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Production Company
|
HET GELUIDSHUIS Antwerp, BELGIUM
|
Credits
| Gert Ysebaert |
De Standaard |
Client |
| Griet Ducatteeuw |
De Standaard |
Client |
| Emmanuel Naert |
De Standaard |
Client |
| Els Weckx |
De Standaard |
Client |
| Jens Mortier |
Mortierbrigade |
Creative Director |
| Joost Berends |
Mortierbrigade |
Creative Director |
| Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D'Halluin |
Mortierbrigade |
Strategic Director |
| Kwint De Meyer |
Mortierbrigade |
Creative |
| Willem De Wachter |
Mortierbrigade |
Creative |
| Charlotte Coddens |
Mortierbrigade |
Business Director |
| Lore Meert |
Mortierbrigade |
Agency Producer |
| Ruth Laukens |
Mortierbrigade |
Digital Producer |
| Steven Vanhercke |
Mortierbrigade |
Digital Design |
| Arnor D'Haenens |
Mortierbrigade |
Creative Developer |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
| Bart Swimberghe |
Skynet Advertising |
Head of Skynet Advertising |
| Chloé Rodriguez y Rodriguez |
Skynet Advertising |
Media Sales Consultant |
The Brief
Our language evolves quickly.
For the week of the Dutch Language
De Standaard Newspaper created a test in which adults could test if their grasp of the Dutch language is still up to date and ‘chill’ enough.
This needed to be announced in an appropriate way.
Campaign Success
The test was announced with this radio commercial that we aired on Radio 1, Belgium’s number one newsradio for slightly more grown up listeners.
We asked the listeners to shazam the commercial to get the translation:
(swag commercial)
when people shazamed the commercial, they got this translation:
(chill commercial)
Describe the success of the promotion with both client and consumer including some quantifiable results
On shazam there was a direct link to the language test.
After only a few hours #languagetest was already trending topic n°1 on twitter
and over 145,000 people participated on the first days.
Explain why the method of promotion was most relevant to the product or service
This campaign needed to promote the language test from De Standaard Newspaper.