| Title | CLICKBAIT BIKINIS |
| Brand | DECATHLON |
| Product/Service | BIKINIS |
| Category |
A04. Retail, e-Commerce, Restaurants & Fast Food Chains |
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Entrant
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BBDO BELGIUM Brussels, BELGIUM
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Idea Creation
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BBDO BELGIUM Brussels, BELGIUM
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Media Placement
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BBDO BELGIUM Brussels, BELGIUM
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Production
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BBDO BELGIUM Brussels, BELGIUM
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Credits
| 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 found the perfect medium to promote clickbait-proof bikinis: clickbait. 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
This campaign promoted the launch of a new collection of sports-proof bikinis by Decathlon.
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.