| Title | THE UNDERCOVER OFFER |
| Brand | BBDO BELGIUM |
| Product/Service | BBDO BELGIUM |
| Category |
F02. Low Budget Campaign |
|
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Nicolas Gaspart |
BBDO Belgium |
Creative copywriter |
| Frederic Zouag |
BBDO Belgium |
Art director |
| Sebastien De Valck |
BBDO Belgium |
Creative Director |
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
The Campaign
The annual (the book which brings together all the best Belgian work of the year) was a good way to reach all creatives. The problem is that there’s no ad space for sale in the book. We needed to find a subtle way of advertising in the book. How? By camouflaging it.
Each agency has to submit a piece of explanatory copy about their winning ideas. This copy is included in the printed book a few weeks later. So we slipped our ads into the copy without anyone noticing.
The Brief
Budget: €0
Since we did this without permission simply by slipping the ads into our copy (because you can’t usually buy space in the book), it cost us zero euro.
Creative Execution
We placed our message in the Creative Club of Belgium’s annual. The book which brings together the best Belgian work of the year, and which all creatives receive.
You’re not usually allowed to advertise in the book. We bypassed this rule.
How? It’s simple, each agency has to submit a piece of explanatory copy for each of their winning ideas. This copy is included in the printed book a few weeks later. So we slipped our ads subtly into that copy. That’s how we got into the book without anyone noticing.
The copy only appeared once (like the book). But it will stay on the creatives’ desks for a long time.
Results
We received more than 20 e-mails. We approached 7 teams seriously. One team and one solo copywriter were hired.
The Creative Club of Belgium annual brings together all the best Belgian creative ideas of the year. It’s a book that all creatives receive, read and keep on their desk all year round. It’s only the creatives who receive this book. So it's the best place to reach Belgian creative teams. We also had a clear call to action. What’s more, because it was hidden, no one else could see that they were looking at a job vacancy.
The annual (the book which brings together all the best Belgian work of the year) was a good way to reach all creatives. The problem is that there’s no ad space for sale in the book. We needed to find a subtle way of advertising in the book. How? By camouflaging it.
Each agency has to submit a piece of explanatory copy about their winning ideas. This copy is included in the printed book a few weeks later. So we slipped our ads into the copy without anyone noticing.