Title	FEET (TRADEMARK)
Brand	BRUSSELS MOBILITY
Product/Service	PROMOTE WALKING FOR SHORT DISTANCES
Category	F01. Integrated Campaign led by Brand Experience & Activation
Entrant	MORTIERBRIGADE Brussels, BELGIUM
Idea Creation	MORTIERBRIGADE Brussels, BELGIUM
Media Placement	JCDECAUX Brussels, BELGIUM
Production	FLEDGE.TV Sint-Niklaas, BELGIUM

Name	Company	Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier	mortierbrigade	Creative Directors
Nicolas Gaspart	mortierbrigade	Copywriter
Fred Zouag	mortierbrigade	Art Director

Why is this work relevant for Brand Experience & Activation?

This might be the ultimate brand experience campaign... An example of 360° consumer engagement!

Background

For shorter distances there’s plenty of options from bikesharing to electric steps. Unfortunately a lot of these products end up as waste because they often get thrown away instead of repaired. This is why we had to get people walking again for those shorter distances. However, the people of Brussels simply don’t think about walking when they need to get from A to B. For them, walking is something you do to stroll around the city or when you’re on a break.

Describe the creative idea (20% of vote)

We presented “Feet” in an ironic way mimicking the tricks used by big tech companies when launching – what they call – revolutionary new products.

Describe the strategy (20% of vote)

Reframe the way people think about walking by presenting it as the cheapest, most readily available solution for short distance travel.

Describe the execution (30% of vote)

“Feet” was launched with an official trailer, outdoor billboard , a loyalty programm and “influencers” who were “blown away” by this amazing new tech. The entire campaign was one big parody and got people thinking about their feet differently.

List the results (30% of vote)

People got addicted to our “new product”: • The reveal captures people’s attention with a VTR of 25% • But above all: people started walking again. Apple Maps reported an increase in the number of walking rout requests to get from A to B. The campaign created awareness for a simple tool that everybody has, but few were actually using. FEET is considered one of the most successful product launches in history, with a conversion rate of about 100% It was one of the most powerful brand activations ever ... A stunning 98% of the people from Brussels has a pair and is now using them more and more Resulting in less polution, less obstacles, and less waste.