2020 Brand Experience & Activation

ONE FOR ALL

TitleONE FOR ALL
BrandONE
Product/ServiceDATINGPROGRAMME
Category A05. Media / Entertainment
Entrant MUTANT Antwerp, BELGIUM
Idea Creation MUTANT Antwerp, BELGIUM
Credits
Name Company Position
Odin Saillé Mutant Creative Director
Emilie Kino Mutant Client director
Johan Van Oeckel Mutant Art director
Olaf Meuleman Mutant Copywriter
Sophie M'Sallem Mutant Client manager

Why is this work relevant for Brand Experience & Activation?

We found a way to connect the completely isolated elderly with their loved ones in these challenging times. Thus staying true to our core mission ‘connecting people and society’ as Belgium's national TV channel.

Background

March 13th, covid-19 lockdown. While everyone turned to online channels to connect with each other. The elderly were left completely isolated with no visitors and no digital connection to others.

Describe the creative idea (20% of vote)

Just 24 hours after the lockdown was announced, TV channel Eén (that’s dutch for One) did more than inform and entertain by launching ‘One for all’. At a time when connectivity mattered most, this public broadcaster took on the role of digital media for people who aren’t digital at all. While the elderly don’t own a smartphone or computer, they do have a television. So One put their primetime television time at the disposal of the audience to keep the elderly connected to their loved ones. Becoming the Whatsapp or Facetime for the not digitally connected.

Describe the strategy (20% of vote)

In unique times such as these, there’s only one strategy: respond as quickly as possible with something relevant. Eén took their responsibility as a public broadcaster and went into full service mode, putting production and entertainment value on the back burner. They used their medium as a service to connect people. With ‘One for All’, we stayed true to Eén’s core mission: ‘connecting people and society’. TV is often the only window to the world for the elderly, so we used that window to connect them with their world.

Describe the execution (30% of vote)

In just 8 hours, an online tool was built so people could upload a video with a message for their senior loved ones. One broadcasted them on national TV. We used Facebook, Snapchat and Instagram to call upon everyone who is already digitally connected to connect to the ones they couldn’t reach the traditional digital way. We also made a TVC to spread the message about the new program ‘One For All’ and make sure the elderly tuned in at the right time.

List the results (30% of vote)

After just 3 weeks +4000 messages were broadcasted, reaching 4 million viewers each day, that’s 1/3rd of the population. The idea was praised by the Belgian Minister of Media, the head of the TV network and most importantly the public. It was so successful, it was even copied in other countries like Georgia and France.