| Title | UNPLUGGED BLACKOUT |
| Brand | 2BE |
| Product/Service | TV STATION |
| Category |
C06. Publications & Media |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
FAMOUS BRUSSELS, BELGIUM
|
Credits
| Tim Driesen |
Famous Brussels |
Creative Director |
| Iwein Vandevyver |
Famous Brussels |
Creative Director |
| Laurent Dochy |
Famous Brussels |
Digital Creative Director |
| Mieke Van De Gehuchte |
Famous Brussels |
Business Director |
| Marlies Neudt |
Famous Brussels |
Project Leader |
| Steven Janssens |
Famous Brussels |
Copywriter |
| Olivier Maquenne |
Famous Brussels |
Art Director |
| Gaetan Garcia Gomez |
Famous Brussels |
Art Director |
| Joris Joosten |
Famous Brussels |
Strategy |
The Brief
2BE is a flemish TV station that brings humor and entertainment to young adults (18-34). It does that in its own crazy and entertaining style, different from all other stations. It had recently relaunched its new baseline and redefined this 'crazy entertainment' positioning.
How can we get people to experience our brand, without watching TV?
Campaign Success
How can you show what your TV station is about to people who don't watch your station?
You recreate your station and tone of voice in another medium. A photo novel, distributed in Flanders' biggest newspapers.
Describe the success of the promotion with both client and consumer including some quantifiable results
We distributed 400 000 copies of our magazine via the two biggest newspapers during the week when the first black out was most probable to occur. It got the attention on social media and in newspapers.
Explain why the method of promotion was most relevant to the product or service
We made television tangible by creating a magazine and showing our TV programs and installing our fun tone of voice. By distributing that in more than 400 000 copies (reaching over 1 000 000 people) we made sure that new viewers got a taste of the new 2BE.