CLICKBAIT BIKINIS

ClientDECATHLON
Category C03. Native Advertising
TitleCLICKBAIT BIKINIS
Product/ServiceBIKINIS
Entrant BBDO BELGIUM Brussels, BELGIUM
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement BBDO BELGIUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Sebastien De Valck BBDO Belgium Creative Director
Arnaud Pitz BBDo Belgium Creative Director
Frederik Clarysse BBDO Belgium Copywriter
Gertjan De Smet BBDO Belgium Art Director
Diane Vandebroeck BBDO Belgium Account Director
Kleopatra Osmanaj BBDO Belgium Account Executive
Michael D'hooge BBDO Belgium Strategic Planner
Jonas Helsen BBDO Belgium Content Strategist
Neil Skeet BBDO Belgium Editing Director
Ben Billen BBDO Belgium Video Editor

The Campaign

We collaborated with Belgium’s biggest clickbait site and created a clickbait link of our own: “These girls went surfing in a bikini. You won’t believe what happened next.” It showed girls surfing in a bikini. Against all expectations of the viewers, nothing happened. At all. The video demonstrated how well the Decathlon sports bikini stays on. Talk about an unexpected ending.

Creative Execution

We created a video showing girls surfing. The clickbait title linking to the video: “These girls went surfing in a bikini. You won’t believe what happened next.” But in fact: the images showed that the girls didn't lose their bikini, and weren't worried or limited in their movements either. A clear message made the link to Decathlon's Sports-proof bikinis. We placed the video online on clint.be on thursday june 1, 2017. It became the most viewed article of the week in just one day.

In just a day, it became the clickbait site’s most viewed article of the week, It generated over 400 000 unique views, thousands of likes, hundreds of comments and was discussed by both men and women. We showed girls that they can sport in a bikini without fear of embarrassement.

Clint.be is Belgium's biggest clickbait site, reaching 1 250 000 unique visitors daily, both men and women. They post clickbait links to women accidentally losing their bikinis on a regular basis. Their videos are often controversial and always talked about. This made clint.be the perfect medium to place our "clickbait" video, demonstrating the quality of Decathlon's sports-proof bikinis.