| Title | DA DA TA |
| Brand | MOBILE VIKINGS |
| Product/Service | MOBILE VIKINGS |
| Category |
E05. Use of Licenced or Adapted Music for a Brand or Campaign |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
MEDIALAAN Vilvoorde, BELGIUM
|
|
PR
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Production
|
RISTRETTO FILMS Tervuren, BELGIUM
|
|
Production 2
|
DE KWEKERIJ Gent, BELGIUM
|
|
Production 3
|
SONHOUSE Brussels, BELGIUM
|
Credits
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Jutta Callebaut |
mortierbrigade |
Copywriter |
| Girbe Bogaerts |
mortierbrigade |
Art Director |
| Nicolas Mouquet |
mortierbrigade |
Copywriter |
| Lore Meert |
mortierbrigade |
Lead Producer |
| Stijn De Corte |
mortierbrigade |
Producer |
| Dorien Mathijssen |
mortierbrigade |
Strategic Planner |
| Anne-Cécile Collignon |
mortierbrigade |
PR Manager |
| Ralf Demesmaeker |
Ristretto Films |
Director |
| Lies Bronselaer |
Ristretto Films |
Producer |
| Piet Deyaert |
|
DOP |
| Sien Josephine Teijsen |
|
Casting Director |
| Maarten Janssens |
|
Editor |
| Pieter-Jan Brouwers |
|
Compositing & grafiek |
| Pierre-Etienne Bonnet |
Sonhouse |
Sound Producer |
| Phile Bokken |
Sonhouse |
Sound Producer |
| Thierry Van Durme |
Sonhouse |
Sound Producer |
| Christophe Gérard |
Sonhouse |
Sound Producer |
| Sandy Leemans |
Sonhouse |
Project Manager |
Why is this work relevant for Entertainment?
This campaign doesn’t only put the new mobile product in the spotlight but it’s also the new autumn hit. The deadpan music video brings a lot of fun and nostalgia. It sticks in your head and you’ll be singing in front of the television in no time. The people of Belgium can’t get enough of this renewed cult song and are already asking for more. In the video we illustrate what’s possible with the new 20 GB data plan. No other song better highlights all the options than ‘da da ta'.
Background
Mobile Vikings is active in the Belgian market of mobile telecom providers, where it is a small but rebellious challenger brand. Mobile Vikings is a mobile-only telco provider that focuses on heavy data users. Mobile Vikings clients use 2,5 times as much mobile data as the national average. The campaign has to introduce the new offer of Mobile Vikings which is unlimited data. The offer in itself was not new in the market, unlimited data had already been launched by other telco players. Therefore, the campaign objective is to be likeable, to create a high ad impact and to help drive acquisitions. Engagement rates on social media should also improve dramatically.
Describe the creative idea
Mobile Vikings wanted to make the absolute autumn hit of 2018 for launching a new plan that offers a lot of data. To announce it, mortierbrigade is revisiting the famous 80s hit called Da Da Da. The entire campaign is based on this Trio song, which has been fully rewritten to highlight the advantages of mobile internet. The campaign, obviously dubbed Da Da Ta. Throughout its 1 min 20s duration, this deadpan video illustrates what’s possible with the new 20 GB data plan. No other song better highlights all the options than ‘da da ta’. It’s possible to come up with an endless number of witty variations.
Describe the strategy
Mobile Vikings needs to make their target audience realize that they don’t need a phone plan but a mobile data plan to fit their lifestyle. That target audience is one that needs a lot of mobile data and that doesn’t ever want to find itself without it. We need to show people how important data has become in everyday life: if you’re out of data, you can’t live your life the way you want to. Mobile Vikings is the only provider that understands all the freedom that comes with abundant data. It’s not about data but about lifestyle.
Describe the execution
Throughout its 1 min 20s duration, this deadpan video will be released in 30 seconds clips for TV and cinema and in shorter formats for social media, while certain audio clips have also been adapted for radio spots. Print adverts will round off the campaign. We launch the Da Da Ta campaign at the start of the new schoolyear. The launch started on tv and on social media platforms. Then the karaoke version got launched on social media so we got everyone singing Da Da Ta. With the print campaign we put the earworm back in everyone’s minds. In theaters we launched the full music video so we got people asking for the full version online.
Describe the outcome
We had three campaign objectives: to be likeable, to create a high ad impact and to help drive acquisitions. The campaign had the best likeability and ad impact results in the advertising history of Mobile Vikings. Since the start of the campaign, the new weekly acquisitions have increased with +20% versus an average week. The engagement rates of our campaign were impressive. The cost per engagement went from €0,58 for our last campaign to €0,02 for our current campaign. And the cost per share decreased from €324 to only €15!