Title	BREAKVERTISING
Brand	ROYCO
Product/Service	ROYCO INSTANT SOUP
Category	B01. Use of Screens
Entrant	CONTINENTAL FOODS BELGIUM Puurs, BELGIUM
Idea Creation	THESE DAYS Antwerp, BELGIUM
Media Placement	SBS BROADCASTING GROUP BELGIUM Vilvoorde, BELGIUM

Name	Company	Position
David Debroux	SBS Belgium Broadcasting Group	Head of Innovative Advertising
Pascal Van Laere	Continental foods Belgium	Managing Director
Gertjan De Smet	These Days	Art Director
Mateusz Mroszczak	These Days	Creative Director
Samuel De Volder	These Days	Creative Director
Manuel Ostyn	These Days	Creative Director
Pieter Staes	These Days	Creative Director
Jef Raeman	These Days	Strategic Planner
Nicelas Moerman	These Days	Digital Strategist
Toon Diependaele	These Days	Head of Strategy
Jentina Van Eynde	These Days	Account on Royco Snack Soup
Laure Schillemans	These Days	Account on Royco Snack Soup
Erwin Jansen	These Days	CEO & Connection Planner
Sam Serrien	These Days	Chief Technology Officer
Bruno Dejonghe	These Days	Agency Producer
Olivier Berger	These Days	Technology Officer

The Campaign

Belgians like to take a lot of breaks at home. Thanks to digital TV, for example, they pause the live, recorded or on demand content on their screen whenever they want and start watching it again whenever they want. All they have to do is press the pause button on their remote and their TV show freezes. On this exact moment, we wanted viewers to see amusing Royco ads instead of a boring frozen image of the content they're watching. But the technology to do this didn’t excist yet. So we decided to create it ourselves and together with the SBS Broadcasting Group we transformed the ""freeze-screen"" into a whole new ad medium. Every time a viewer pressed the pause button on his/her remote, one of Royco’s funny pause ads appeared celebrating the viewer's break.

Creative Execution

Normally, when Belgian tv viewers pause their live, recorded or on demand content, they get to see a frozen image of that content provided with a big pause icon in the middle. Thanks to the Royco Breakvertising system the technicians of the SBS broadcasting group built for us, every Belgian viewer now got to see a fullscreen Royco ad, supporting them in taking a break. In the beginning of november 2015, we tested the first stage, where we applied the Breakvertising ads to 100.000 digiboxes in Belgium. After the first positive results, we launched it nationwide. Using captured data of the show viewed and the viewers themselves ads can now even be targeted.

Well-received by 97.5% of Belgian TV viewers, partly due to the non-intrusive approach. Weekly reach of 250.000 unique homes / ad More than 650.000 weekly views / ad Hot topic in national and international press

Digital TV brought drastic change in what, when and how we watch TV. But the classic advertising model on TV remained the same. With Breakvertising we redefined the role of advertising in people’s more personalized lives. The campaign changed tv advertising for good going from interuptive commercial breaks to relevant and “consumer-triggered” communication on TV. Almost all brands have a specific brand universe, but few of them are capable of translating that universe into a specific medium in a relevant way. Our innovation has now even evolved to a relevant and non-intrusive media platform.

Insights, Strategy and the Idea

Royco is market leader in the instant soup market. And we decided that our most important competitors are not other soups but snacks. So we had to differentiate ourselves in a very competitive snack market. Almost all snacks are ready for immediate consumption, just tear down the packaging and start eating. But if you want a Royco, you have to the kitchen, boil water, wait,… We turned this ‘negative’ element (time consuming) into our advantage because it’s the only snack where you need a real break. Our brain needs breaks to perform. But in our fast and busy world we are always connected. This has a great impact on society. Burn outs and depressions are one of the fastest growing diseases in Belgium with a spectacular growth of 60% in only 5 years’ time. Time for a brand to climb on the barricades and make taking breaks important again.