| Title | EROTIC MASTERPIECES |
| Brand | HUMO |
| Product/Service | MAGAZINE |
| Category |
B04. Use of Print or Outdoor |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
HUMO Vilvoorde, BELGIUM
|
|
Production
|
HET GELUIDSHUIS Antwerp, BELGIUM
|
Credits
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Lies Bernaer |
mortierbrigade |
Agency Producer |
| Eline Rousseau |
mortierbrigade |
Agency Producer |
| Jesse Van Gysel |
mortierbrigade |
Copywriter |
| Yana Gestels |
mortierbrigade |
Art Director |
| Vito Latorrata |
mortierbrigade |
Graphic Designer |
| Hatim Boubakra |
|
Photographer |
The Campaign
On one page we see the announcement of the book promotion. On the page next to it, we see an ad for another brand. The combination of both teases the imagination, just like the books do. Several real advertisers participated, such as: The Belgian National Lottery, Lidl supermarkets, and Bicky Burger, and we invented some too. Those who read the magazine got teased even more as the book promo was announced next to pictures of real articles with Sting, R.E.M.'s Michael Stipe, and ex-cyclist Thomas Dekker. The idea started to live a life of its own with people and media wondering if it was planned, or just a coincidence. The Erotical Masterpieces even became a global internet hype, with features in every continent. Showing that print is still alive and tickling.
Campaign Success
We started from the insight that in our magazine Humo, there are often 2 full page print ads of different brands placed next to each other. So we used our advertising placement in a creative way. We made full page ads to promote our book series that interacted with the ads for other brands next to them. We did this by working closely with the other advertisers in our magazine, such as Lidl and the Belgian National Lottery. Separately, our and their ads were pretty generic. But put next to each other, they became very suggestive. We continued this concept of creative and suggestive ad placement in the rest of our magazine as well, by cooperating with the editors and placing our ads next to pictures in real articles. Including Sting, R.E.M.’s Michael Stipe and ex-cyclist Thomas Dekker.
Describe the success of the promotion with both client and consumer including some quantifiable results
Through organic shares and media attention, our campaign featured in every continent, resulting in a global conversation on Twitter, more than 70 million media impressions, and more than 1.6 million euro in earned media. This global coverage not only had an impact on our global brand awareness, but also on our national results. Humo’s target audience is young, social media savvy and very active online. So when our campaign featured on foreign websites such as boredpanda.com, heavily frequented by Belgian youngsters, it resulted in more awareness for our campaign in Belgium as well. Furthermore, our book series was completely sold out before the end of the campaign, surpassing the expectations and business target of our client.
Explain why the method of promotion was most relevant to the product or service
Our campaign relied heavily on interaction with the readers of our magazine Humo. The idea was based on the fact that “bad” and suggestive ad placement generated huge amounts of coverage on social media and other online media. So, we made readers wonder if our suggestive ad placement was wanted, or just a coincidence. Immediately, social media exploded with people people taking pictures of our ads and sharing them online. Next, the big blogs followed. Resulting in a total of more than 1.6 million euro in earned media. Not bad for a small Belgian magazine with a limited budget.
Humo is a Belgian satirical magazine, with a reputation of edgy and surprising advertising. So when we offered our readers a series of erotic books, we wanted our advertisements to be just as suggestive and teasing as the books themselves. Furthermore, we noticed that “bad” advertising placement often resulted in huge media coverage online.