THE CURIOSITY CLICK

ClientBRIGHTFISH
Category A06. Consumer Services/Business to Business
TitleTHE CURIOSITY CLICK
Product/ServiceMEDIA SERVICES
Entrant LUCY Brussels, BELGIUM
Idea Creation LUCY Brussels, BELGIUM
Media Placement LUCY Brussels, BELGIUM
Production FLEDGE.TV Sint-Niklaas, BELGIUM
Credits
Name Company Position
Iwein Vandevyver Lucy Creative Director
Laurent Dochy Lucy Strategic Director
Jonas De Wit Lucy Director of Brand Management
Thomas Vuerinckx Lucy Account Manager
Tom Jacobs Lucy Creative
Jonas Marysse Lucy Art Director
Hugues Vanden Steen Lucy Copywriter

Why is this work relevant for Media?

The Media eurobest Award celebrates the context of creativity. We believe 'The Curiosity Click' is a great example of how a great insight and a creative approach can still challenge a rather 'boring' and 'dull' medium like emailing.

Background

Cinema is the best medium for brands to tell their story and connect with their audience using long format ads. In a movie theater sound and image enhance each other which results in the highest possible attention for your ad. To promote the cinema spot Brightfish (a cinema sales house) launched a promotion for advertisers: get a long form 60" ad for the price of a 30" ad. The standard channel Brightfish uses to communicate their promotions to advertisers and media specialist is through emailing. The downside of email is that it has one of the lowest click rates: 1,7%. So we needed to up the email game to stand out among the noise and reach our objectives: 1. talk about our promotion 2. highlight the advantages of cinema ads 3. a create an interaction wave with our target audience (advertisers and media professionals)

Describe the creative idea / insights (30% of vote)

Instead of sending them a traditional email we send them a custom WeTransfer mail. WeTransfer is the industry standard for sending large files between production companies, creative agencies, advertisers,... It's something we all use and trust. So we segmented our database of clients and prospects into different industries (automotive, beer, fmcg, finance, gaming, fashion,...) and created specific movies and mails according to the industry they are in. And to make sure they would download and open the mail we send every person a WeTransfer that was not addressed to them but to their direct competitor. So the brand manager of Volvo received a WeTransfer for BMW, Coca Cola received one for Pepsi,... the only thing we had to do was wait for human curiosity to kick in.

Describe the strategy (20% of vote)

Instead of sending them a traditional email we send them a custom WeTransfer mail. WeTransfer is the industry standard for sending large files between production companies, creative agencies, advertisers,... It's something we all use and trust. So we segmented our database of clients and prospects into different industries (automotive, beer, fmcg, finance, gaming, fashion,...) and created specific movies and mails according to the industry they are in. And to make sure they would download and open the mail we send every person a WeTransfer that was not addressed to them but to their direct competitor. So the brand manager of Volvo received a WeTransfer for BMW, Coca Cola received one for Pepsi,... the only thing we had to do was wait for human curiosity to kick in.

Describe the execution (20% of vote)

To pull this off we staged a fake production company with a WeTransfer-account that would send out all the personalised films. The WeTransfer confirmation email and download emails where connected to the Brightfish CRM system. The only tricky part was sending out the files, since WeTransfer uses a captcha to prevent automation and bots we needed to send the mails out manually. They were all sent in a 8 hours time frame. But the results were worth the manual labour.

List the results (30% of vote)

1. Getting the promotion known: - we reached 1188 marketing managers and media planners (80% target audience in Belgium) - 49% marketing managers and 67% media planners clicked and watched the film -website traffic increase of 25% (vs average non-campaign moment) 2. Authentic reactions -Next to the very high opening rates 300% hight than industry benchmarks we also succeeded in getting spontaneous and authentic reactions from our audience. -The campaign helped enhancing a positive dialogue between our sales team and the advertisers