|Category||B09. Use of Social Platforms|
|Entrant||HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM|
|Idea Creation||HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM|
|Production||BLISS INTERACTIVE Ho Chi Minh City, VIETNAM|
|Christophe Segaert||VOO Telecom||Vice President Consumer Market (B2C)|
|Aline Hoffmann||VOO Telecom||Brand & Communication Director VOO & BeTV|
|Delphine Lenel||VOO Telecom||Head of Advertising|
|Jacques Ohn||VOO Telecom||Media & Budget Manager|
|Karen Corrigan||Happiness / An FCB alliance||Executive Creative Management|
|Geoffrey Hantson||Happiness / An FCB alliance||Chief Creative Officer|
|Philippe Fass||Happiness / An FCB alliance||Creative Director|
|Isabelle Koelman||Happiness / An FCB alliance||Strategic Director|
|Mathias Lemielle||Happiness / An FCB alliance||Concept Provider|
|Jérémy Stoquart||Happiness / An FCB alliance||Concept Provider|
|Pascal Kemajou||Happiness / An FCB alliance||Group Account Director|
|Mattias Vermeire||Happiness / An FCB alliance||Account Director|
|Coline Hercot||Happiness / An FCB alliance||Account Manager|
|Caroline Ray||Happiness / An FCB alliance||Graphic Designer|
|Bart Vande Maele||Happiness / An FCB alliance||Producer|
|Kris Van Wallendael||Happiness / An FCB alliance||Senior Digital Producer|
|Remke Faber||Happiness / An FCB alliance||Head of Motion|
|Simon Schuurman||Happiness / An FCB alliance||Motion Designer|
|Thomas Colliers||BLISS Interactive||Head of Technology|
|Na Nguyen||BLISS Interactive||Head of Projects|
|Vietdong Ngo||BLISS Interactive||Project Manager|
Why is this work relevant for Media?Most brands team-up with influencers who use their brand. VOO (Belgium’s biggest Telco challenger) however, teamed-up with influencers who need their brand. And they did so via a very clever intercept: real-time, voice-activated banners, transcribing our influencers anger because of a slow internet. Those ‘raging banners’ were shown on top of our influencers online gaming streams on social platforms Twitch and/or YouTube Live – a first!
BackgroundVOO Telecom is Belgium’s biggest Telecom Challenger. Since the internet has become so much part of our daily life, one of the main battlefields and reasons to switch provider is the speed of the internet. VOO Telecom has invested in modern technology and because of that, they are now able to offer their clients an internet speed that can be up to 4 times faster than their biggest competitor, the market leader. Brief: gain market share (and share of heart) within the fast-growing Belgian gaming community. Because becoming the brand of choice in that community would be proof of the ‘internet-leadership’ of VOO telecom.
Describe the creative idea / insights (30% of vote)To promote Belgium’s fastest internet, VOO telecom teamed-up (paid) with the most influential gaming streamers who were not yet VOO clients, by making them download a plug-in that will transcribe their ‘rage because of a slow internet’ into voice activated ‘raging banners’ that will be shown on top of their live streams on social platforms Twitch and/or YouTube Live – which is a first! (those social platforms normally don't allow banners)
Describe the strategy (20% of vote)People watching gamers who stream their game on social platforms Twitch or YouTube Live is huge. There are now more people watching those streams than there are people watching sports on television. Obviously, both for the streamers and the ones watching, a speedy and stable internet are critical. The right community to sell Belgium’s fastest internet from Belgium’s biggest Telco challenger VOO. Aim was to grab the attention of that community via an unexpected influencers campaign (non-VOO clients), combined with a worlds first: voice activated banners that transcribe the ‘gamer rage’ of streamers into an overlay banner on Twitch and YouTube Live.
Describe the execution (20% of vote)First, we programed an OBS plug-in. OBS is the most use software for streaming games on social platforms. This OBS plug-in attaches itself to the Microphone Audio and uses Microsoft Cognitive Services to transcribe speech data, in real-time, based on keywords. Then we programed all possible ‘slow internet rage’ keywords (in French only so far). Afterwards, once ‘raging because of slow internet’ is detected, a transcribed overlay banner is automatically shown on top of the live streams. This technical ‘stunt’ worked both on Youtube-live ànd Twitch (biggest streaming platforms) which is a first. Then we started a paid collaboration with Belgiums most influential gamers who are not yet VOO clients. They downloaded the plug-in and we waited for their internet to lag.
List the results (30% of vote)The ‘raging banners’ turned into a real economical multiplier for VOO. Via our influencers and their lagging internet, the 'raging banners' quickly appeared on hundreds of real-time streams. Reaching 85% of the Belgian gaming community within a few weeks. Resulting in hundreds of positive engagements, an increase of 165% of the VOO ‘fast internet’ webpages, a radical increase when it comes to VOO brand preference within that community and most importantly, leading to an increase in sales of over 20%! When it comes to the ‘fast internet’ product, the biggest challenger VOO is now close to becoming the market leader.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.