Title	FATHER'S EVE
Brand	MITSUBISHI
Product/Service	CARS
Category	F02. Excellence in Media Planning
Entrant	LDV UNITED Antwerp, BELGIUM
Idea Creation	LDV UNITED Antwerp, BELGIUM
Media Placement	INITIATIVE MEDIA Hoeilaart, BELGIUM

Name	Company	Position
Dennis Vandewalle	LDV United	Creative Director
Dries De bruyn	LDV United	Creative Director
Julie Vanderbeck	LD United	Art Director
Matthew Lootens	LDV United	Copywriter
Dimitri Mundorff	LDV United	Client Services Director
Julie Oostvogels	LDV United	Account Director
Ghizlan Afasi	LDV United	Account Manager
Innie Tran	LDV United	Account Manager
Jef Raeman	LDV United	Strategy Director

Why is this work relevant for Media?

The main media platform for this campaign was radio. We aired our radio spot at moments that were relevant to the target group. Furthermore, we translated the commercial into a Facebook post with a link to the commercial in Soundcloud.

Background

The Mitsubishi cars are extremely robust and reliable. We wanted to strengthen this brand image. That’s why we looked for a relevant moment to show that Mitsubishi cars are not made to shine in a showroom, but they are built for the not so perfect reality of life.

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

We found a great insight about fathers. In general, fathers feel comfortable behind the steering wheel. Yet there is that moment when all fathers spontaneously break out in a sweat of pure fear. Namely, when they go to pick up their partying children and sit in the car waiting outside a dark nightclub at about 3 in the morning. Our commercial was aired several times at night and played on the thoughts that every father sometimes has: What's my kid doing now? Do they really only drink Coke Zero there? The fact that they never show this to their children but sit calmly in the car until they show up deserves a pat on the back. So, we decided to give all fathers of partying children a bit of courage. Not on father’s day itself, but on the night before, father’s eve. Because Mitsubishi is built for fathers.

Describe the strategy (20% of vote)

Our target audience where fathers. We chose radio as the ideal medium to translate the train of thoughts fathers often have while they’re waiting in the car for their children. The timing of the commercial was also very relevant: every hour during one night. The date of going on air was set during the start of the festival season. So, we were sure that on that night a lot of fathers would be out in their car waiting, while listening to the radio or scrolling through Facebook. That way, we knew that a lot of fathers would get our message at the right moment. On the one hand we could build an emotional connection with the consumers because of the recognizable situations and our encouraging message. On the other hand, we showed that Mitsubishi is built for life, like those father moments.

Describe the execution (20% of vote)

Over the night of Saturday June 8th to Sunday June 9th, from now on officially known as Father’s Eve, we aired a 2-minute radio commercial nationwide. Every hour, all night long. At 1,2,3,4 and 5am the radio commercial was broadcast on 6 national stations, both in Flanders and in Wallonia. At the same time a Facebook post linked to Soundcloud went live. The commercial played on the thoughts that every father sometimes has: What's my kid doing now? Do they really only drink Coke Zero there? And why is she already 7 minutes late?

List the results (30% of vote)

Our Father’s Eve spot had a wide reach. We reached listeners from 6 radio stations in Flanders and Wallonia and our Facebook post had a reach of 24K.