Title	THE BOOK OF #BELGIANROADS
Brand	MITSUBISHI
Product/Service	SUV'S
Category	A03. Durable Consumer Goods including Automotive
Entrant	LDV UNITED Antwerp, BELGIUM
Idea Creation	LDV UNITED Antwerp, BELGIUM
Media Placement	MEDIA*A Auderghem, BELGIUM
PR	OONA BENELUX Antwerp, BELGIUM
Production	LDV UNITED Antwerp, BELGIUM

Name	Company	Position
Dennis Vandewalle	LDV United	Creative Director
Dries De bruyn	LDV United	Creative Director
Jannis Min Jou	LDV United	Art Director
Thomas De Boeck	LDV United	Copywriter
Dimitri Mundorff	LDV United	Client Services Director
Julie Oostvogels	LDV United	Account Director
Innie Tran	LDV United	Account Manager
Pieter Van Schil	LDV United	Account Executive
Jef Raeman	LDV United	Strategy Director
Jeffrey Uten	LDV United	Design Director
Sandra Wulffaert	LDV United	DTP

Why is this work relevant for Brand Experience & Activation?

Belgium is known for their bad roads. Mitsubishi uses those same roads to promote their cars, because what better car to tame those unruly roads than a robust Mitsubishi SUV? So instead of bashing those roads, we decided to embrace them because they help us sell cars. That's why we decided to bring a tribute to this miserable beauty. To do this, we convinced people to join us in this ode. More than 700 people paid tribute to the famous Belgian roads.

background

The Mitsubishi cars are extremely robust and reliable. We wanted to show that they were not made to shine in a showroom, but they are built for the not so perfect reality of everyday life. At the same time, as a smaller brand, we were faced with the challenge of re-generating PR after all media attention our 'Built for Belgian roads' campaign had.

Describe the creative idea (20% of vote)

To honour our Belgian roads, we brought a homage to the pitiful though beautiful Belgian roads by publishing a photobook with the most beautiful photos - 57 in total - compiled in "The Book Of #BelgianRoads".

Describe the strategy (20% of vote)

Every Belgian who drives a car knows the quality of our roads and many people are annoyed by this almost daily. The reputation of our roads extends beyond our country borders. It’s difficult to ignore it when you enter our country. You feel it right away. But where all those holes and cracks are for many a source of frustration, they are just as much a source of inspiration for Mitsubishi. Of raw beauty. It depends on how you look at it or even better: which car you drive. That’s why we launched the book as an homage from Mitsubishi to our bad Belgian roads. That way we were able to create a tangible brand experience by enabling consumers to be part of the tribute to our roads.

Describe the execution (30% of vote)

We challenged topphotographers such as Noortje Palmers, Jimmy Kets and Bieke Depoorter to capture the pitiful beauty of our Belgian roads. Afterwards we challenged amateurphotographers, enthusiasts and influencers via belgianroads.be and social media to participate in this ode to our unruly roads. Everyone with a somewhat decent camera or smartphone was given the opportunity to see their photo bundled in our book alongside images from true topphotographers. Out of more than 700 entries, the jury, led by Carl De Keyzer and Ingrid Deuss, selected 45 images. The book's release was supported via PR, posts on social media of participating photographers and influencers. Various newspapers, blogs and magazines wrote about it and it was tipped as a must-have collector's item or gift tip. "The Book of #BelgianRoads" was also sold by quality bookstores Passa Porta and Copyright. We had 300 copies made to keep it exclusive and they’re sold out.

List the results (30% of vote)

We got more than 700 online entries and 87 social media appearances thanks to honoured photographers. Furthermore, we got a lot of media coverage. Various newspapers, blogs and (lifestyle) magazines wrote about this and it was also tipped by specific media as a must-have collector's item or gift tip. We had 31 press clippings vs a KPI of 13. With a media coverage in print and online in newspapers and magazines like the Weekend Knack, De Morgen Magazine, DS Magazine, Style Trends. And a lot of coverage on Instagram, Facebook and Twitter. We had a total reach of 10.449.966 (over double of our KPI of 5.000.000). Also the copies in the bookstores, Passa Porta and Copyright, were completely sold out. On top of that, our total ad value was €226.715 vs a KPI of €150.000. And last but not least, Mitsubishi had 30% more requested offers compared to last year.