PARTY CRASHING THE TOILET
| Title | PARTY CRASHING THE TOILET |
| Brand | DE PERSGROEP MEDIA |
| Product/Service | ADVERTISING SPACE IN NEWSMEDIA |
| Category |
A01. Use of Promotional Events & Stunts |
|
Entrant Company
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
Credits
| Rogier Verbeek |
TBWA\NEBOKO |
Art Director |
| Matthijs Schoo |
TBWA\NEBOKO |
Copywriter |
| Valerie Dekeuwer |
TBWA\NEBOKO |
Client Service Director |
| Robert Volten |
TBWA\NEBOKO |
Account Director |
| Sami Mika |
TBWA\NEBOKO |
Account Manager |
The Brief
Reach-obsessed marketers prefer TV over newsmedia. They forget that most consumers stop watching when the commercial break starts. We want to let all advertisers know that advertising in newsmedia much more effective.
Campaign Success
We went to the event where everybody in Dutch marketing and media will be: the SAN Awards ceremony. Because Persgroep is a sponsor of this event, we knew exactly which marketeers we’re attending the party. Before the party we made re-edits of the top 50 advertisers tv-commercials. And installed tv-screens at the toilets.
At the party all selected advertisers received a personal badge. They thought it was a VIP badge, what they didn’t know, was that the badge contained a RFID-chip. When visiting the toilets, their badge was detected and their own tv-commercial started playing. Halfway the commercial was interrupted with a personal message:
“Hey John, feels good huh, peeing when your commercial is on? That’s what most people do. Without attention, reach is worthless. De Persgroep Media, The most attentively viewed media in The Netherlands.”
This is how showed advertisers why they should choose newsmedia for their next campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results
This surprising approach made sure we we’re the talk of the party, making sure we got our message across on all visitors. The next day the stunt was also spread throughout marketing media, making sure that those who weren’t at the party also got to know why they have to choose newsmedia. In other words: with one stunt we reached our entire target audience.
Explain why the method of promotion was most relevant to the product or service
To promote advertising space in the newsmedia of the Persgroep and to activate marketeers to stop spending all their budget on television, we confronted them with their target audience’s behaviour on the main marketing event of the year: the annual SAN Awards ceremony.