| Title | THE SOCIAL BREAK |
| Brand | CAP 48 |
| Product/Service | NON PROFIT |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
Entrant Company
|
AIR PARTNER OF McCANN Brussels, BELGIUM
|
|
Advertising Agency
|
AIR PARTNER OF McCANN Brussels, BELGIUM
|
Credits
| Eric Hollander |
Air Brussels |
Executive Creative Director |
| Dieter De Ridder/Joeri Van Den Broeck |
Air Brussels |
Creative Directors |
| Loup Delpierre/Louise Cornet |
Air Brussels |
Creatives |
| Daphné De Le Vingne |
Air Brussels |
Account Manager |
| Bérengère Lurquin |
Air Brussels |
Agency Producer |
| Le Soir/Voo/Seat/Leffe/Sncb |
Le Soir/Voo/Seat/Leffe/Sncb |
Advertisers |
| Latcho Drom/Adult/Lovo/Czar |
Latcho Drom/Adult/Lovo/Czar |
Production Companies |
| Sonicville/Bleu Nuit |
Sonicville/Bleu Nuit |
Sound Studios |
| RMB |
RMB |
Support |
The Brief
DESCRIBE THE BRIEF/OBJECTIVE
We needed to activate the CAP48 Post-it Sales. They do this every year to collect money for a better integration of disabled people in society.
CHALLENGE
Cap48 does not have the budgets to buy prime time on national television. Neither to produce the commercials themselves. Although they needed as much people to know that you can buy Post-its to support them.
STRATEGY
We convinced big advertisers if they were willing to temporary ‘lend’ their running commercials… to Cap 48.
Campaign Success
We dubbed the voices of the actors – instead of using subtitles we have a dubbing culture in Belgium - in their commercials: every text was rewritten in a way that it now promoted the Post-It sales of Cap48 AND, at the same time, matched with the images in the existing commercials.
All actors from the original ads agreed to re-record their part with the new lyrics.
Describe the success of the promotion with both client and consumer including some quantifiable results
The entire commercial break in prime time became a support for the CAP48 Post-It sales. Totally… free.
Almost 5 million euros had been donated. A new record.
Explain why the method of promotion was most relevant to the product or service
CAP48 is a non-profit organisation that fights for a better integration of disabled people in society. Every year they sell Post-Its to collect money.
Cap48 does not have the budgets to buy prime time on national television. Neither to produce the commercials themselves. Although they needed to activate as much people as possible to buy Post-Its to support CAP48.
In collaboration with different advertisers, CAP48 turned existing commercial breaks into immediate activation for their own Post-It sales. In other words: the entire commercial breaks in prime time became an activation for the CAP48 Post-It sales. Totally free.