HELPY HOUR

Bronze Eurobest Award

Case Film

Presentation Image

TitleHELPY HOUR
BrandFEDCAFÉ
Category G06. Breakthrough on a Budget
Product/ServiceTHE INDEPENDENT FEDERATION OF BELGIAN CAFE'S.
Entrant HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Idea Creation HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
PR HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Production HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Credits
Name Company Position
Diane Delen FedCafé Chariman - Managing Director
Karen Corrigan Happiness / An FCB alliance Executive Creative Management
Fred Levron FCB Global Worldwide Creative Partner
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Katrien Bottez Happiness / An FCB alliance Creative Director
Roxane Schneider Happiness / An FCB alliance Concept Provider
Pieter Claeys Happiness / An FCB alliance Concept Provider
Arthur De Wachter Happiness / An FCB alliance Agency Producer
Bart Vande Maele Happiness / An FCB alliance Head of Production
Remke Faber Happiness / An FCB alliance Head of Motion
Simon Schuurman Happiness / An FCB alliance Motion Designer
Dries Lauwers Happiness / An FCB alliance Head of Design
Kris Van Wallendael Happiness / An FCB alliance Digital Project Manager
Thomas Colliers BLISS Interactive Head of Technology

Why is this work relevant for PR?

Helpy our is the prove of the viral power of PR. With only a 2.500 euro investment, Helpy Hour was completely dependent on its talk value. But all KPI’s exploded. Within 24 hours, Helpy Hour not only conquered all national media, but was also headline news in over 100 countries. Resulting in 3.2 billion media impressios and 8 million euros in earned media.

Background

In Belgium, just like in many other countries, because of the forced closure early March 2020, bars and restaurants were forced to close for numerous months due to government restrictions. For the majority of bars and restaurants, so often a cornerstone of the community, their precarious financial position means that a return to trading may become impossible. FedCaf - the Federation of Belgian Bars – even states that in the country with the highest number of bars per inhabitant (Belgium) over 50% will not survive the Corona crisis. So, now more than ever consumers can seize the moment to dig deep and support small businesses through and after lockdown. This is particularly true for the hospitality industry where, even after the ability to reopen, social distancing measures will drastically impact the ability of companies to turn a profit.

Describe the creative idea (20% of vote)

With bars and restaurants re-opening early July, FedCaf (the Federation of Belgian Bars) introduced a brutally simple idea and a lifeline to help bars to keep their head above the water: Helpy Hour. Helpy Hour, that’s happy hour, but the other way around. So, instead of two drinks for the price of one, this is one drink for the price of two. A simple act of generosity and solidarity to encourage the community to help bars and restaurants to get back on their feet. To be clear: Helpy Hour is for a limited period of time (the first 3 to 4 months after lockdown), it’s any hour you want it to be, and it’s up to the customer to decide whether yes or no they want to pay double for a single drink. Helpy Hour underlines the power of community support in times of crisis.

Describe the PR strategy (30% of vote)

Helpy Hour not only is a brutally simple idea, it is also the only real direct help to bar owners, since all th extra money that would go to second drink is going directly to the bar owners in need for help. All the other initiatives out there rely on a ‘voucher-system’. While in case of Helpy Hour, 100% of the money goes to the bar. So, Helpy Hour underlines the need to take a fresh approach to the current challenges, particularly if small businesses are to survive. Otherwise the daily rituals we so long took for granted may well be gone forever.

Describe the PR execution (20% of vote)

Helpy Hour not only is a brutally simple idea, it is also the only real direct help to bar owners, since all th extra money that would go to second drink is going directly to the bar owners in need for help. All the other initiatives out there rely on a ‘voucher-system’. While in case of Helpy Hour, 100% of the money goes to the bar. So, Helpy Hour underlines the need to take a fresh approach to the current challenges, particularly if small businesses are to survive. Otherwise the daily rituals we so long took for granted may well be gone forever.

List the results (30% of vote)

75% of all Belgian bars (Belgium is the country with most bars per inhabitant) participated. Within 12 hours the entire Belgian press covered the idea and became a #1 topic on all social platforms. But that was only the start. Within 24h Helpy Hour made the news in over 100 countries. Resulting in 3.5 billion media impressions and over 8 million euros of earned media. And all this with an investment of… 2.500 Euro. Today, 5 months after Helpy Hour was rolled out, government announced a new closure. So, to avoid another wave of bankruptcies, as soon as the reopening is allowed, we’re bringing back Helpy Hour. In Belgium. And in 10 more countries. Because a community support that simple is easy to replicate.