LIEFMANS_3
Previous case

Liefmans

View case Next case
Open case
close case

How we got Liefmans on the rocks
more brand cool

Starting point

Liefmans on the rocks is fruit beer served over ice, intended for the young and trendy. However, Liefmans found it hard to reach their target audience through traditional media.

Whereto?

Connect with the Liefmans’ audience and write a shared story. Without marketing lingo: boost Liefmans’ presence on Facebook to 10,000 fans.

radiospot
Liefmans_20Nl_RMX

How we got Liefmans there

If we were going to ask youngsters to start a story with Liefmans on the rocks, it was important to offer them a clear answer to the question ‘what’s in it for me?’ or, in other words, ‘why was it again that I had to become your friend on Facebook?’.

Now, real friends buy each other drinks. Especially when it’s hot. So, we offered our Facebook friends a free refreshing Liefmans on the rocks every time the thermometer hit 30°C during the summer months.

In order to claim their free Liefmans on the rocks, our Facebook friends had to tell their waiter a secret phrase.

This coded phrase only became visible when it was 30°C on a special Facebook application. If they wanted to see the phrase on these days, they had to ‘Like’ the Facebook fanpage and enter their email address.

In the application, we also gave our fans the possibility to leave their cell phone number, so we could alert them when we were giving another round.

Means of transportation

• social media
• conversation management
• radio
• point-of-sales
• print

FB-Liefmans_30°DEF_

 

 

 

liefmans_thermometer LIEFMANS_BIERVILTJE

 

POSTER

Destination reached?

  • 15,337
    Facebook fans
    (+153%)
  • Active fans: 
    71,830 interactions, 13,818 shares
  • Average click-through rate on FB ads: 4x higher than FB average
  • Reach:
    38,622,527 impressions
  • Growth database
    + 3,011
    email addresses
LEVIS_2012_5
Previous case

Levis

View case Next case
Open case
close case

 

 

How we got Levis back on your wall

Quick glance

• Levis paint was under fire
• Create sales campaign that boosted brand’s image
• First time in 5 years, declining sales stopped

Starting point

Levis was number 1 paint brand in Belgium, but its position was under fire. As Levis is more expensive than other brands, sales were going down and the brand image was getting fuzzy.

Whereto?

The meeting point of these three directions:
1. Boost sales
2. Support the brand’s image
3. Accommodate Belgian brand Levis with the international Let’s Colour communication strategy, set out by mother company AkzoNobel.

How we got Levis there

We injected the brand with tons of feelgood vibes and social relevance. Giving the customer in the store a reason to choose Levis over any other paint brand. And why would he do that?

 

Through buying Levis he can make a difference for his community: he can donate free paint to his favourite elementary school and thus, bring colour into the life of thousands of kids. Without extra costs or effort. Just by buying Levis.

Because for every litre you bought, you could donate 1 square metre of free paint to one of the participating schools.

The campaign was a huge success. For the client, among consumers and at award ceremonies. Logically, Colour Your School was repeated in 2013. With an even more colourful creative output and a stronger presence on social media in order to fully involve the consumer in the international Let’s Colour theme.

Means of transportation

• tv
• radio
• point-of-sales
• print
• online
• social media

Destination reached?

2012
Instant Bingo!

  • 1,778
    schools participated
    1 school out of 3
  •  279,800 square metres of paint were donated, through almost
    50.000 donations
  •  63,884 visitors on campaign website average duration 5,19 minutes 
  •  Declining sales trend stopped for the first time in 5 years
  •  Campaign rewarded by AkzoNobel international as
    Let’s Colour best practice 2012 

2013
Strong results. Again.

  • 1,803
    schools participated
    814 new schools compared to 2012
  •  Again
    256,049 square metres  
    of paint were donated 
  • 63,049 visitors on campaign website
    average duration
    4.36 minutes 
  • 63%
    of website visitors were new compared to 2012 
  •  18,144
    views on Levis’ YouTube channel 

BIVV_4
Previous case

BIVV

View case Next case
Open case
close case

How we got your conscience behind the wheel

Whereto?

• Speeding kills
• Still

Because nevertheless the numerous efforts and campaigns, people still go pedal to the metal once in the car. That’s why the Belgian Institute for Road Safety asked there agency to create a billboard campaign that would sensitize speeders for the consequences of their driving behavior.

How we got there?

If after so many years of public campaigns and speeding tickets you still haven’t learned that speeding kills, a more drastic tone yields. Time to put down the soft and positive, and trade it for an in-your-face approach.

So, we chose the quite confrontational image of a little white cross beside a road. An eternal reminder of the fact that passing speed limits is not only fatal for the one behind the wheel, but also has a huge and often everlasting emotional impact on the surviving relatives of all victims.

This realistic image is amplified by the headline: ‘Your speed, they won’t forget that very fast’.

 

 

 

POSTER_BIVV_NL artikel_2artikel_1

JOYVALLE
Previous case

Joyvalle

View case Next case
Open case
close case

 

 

How we got kids to like milk

Where we were

Based on research and contemporary market insights, milk brand Joyvalle drafted a new brand philosophy: the ‘caring mother’ concept. In short: mothers that care about their children give them Joyvalle.

Where we were headed

They asked us to install this concept through an engaging communication platform that could run for years.

How we got Joyvalle there

We started from the insight that mothers love it when children play outside: fresh air and physical activity are beneficent for kids.

And kids, they love it when they can play outside without their parents constantly telling them where to sit and what to do. So, in a way, we created a win-win campaign for everybody, and especially for Joyvalle.

In 2011, we activated mothers offering them a branded website full of games for their children and tips ‘n tricks to go out and play. They could even connect with young play pals from their neighbourhood. This website was launched through TV ads, great promotions, give-aways, contests and a playful radio campaign celebrating summer hour.

The next year, in 2012, we took the campaign to the next level with increased targeting. Because where can you find kids that like to play outside? Indeed, at youth movements.

So, we gave caring mothers the opportunity to treat their kid’s youth movement to free Joyvalle milk for their summer camp. All they had to do was cut out the little red flounces from the Joyvalle packs and donate them to their favourite youth movement.

Additionally, youth movements were targeted through Facebook with a special Creativity Award. Because as youth leaders come up with new games every week, it was time for us to award their creative efforts: they could upload their best outdoor game and collect as many likes as possible. The youth movement with the most popular game won an unforgettable camp experience.

Radiospot 1  Joyvalle_Bikke_NL_30s_RMX3

Radiospot 2  Joyvalle_BoomOpDeBergen_NL_30s_RMX3

Radiospot 3 Joyvalle_TekaperVaren_NL_30s_RMX3

Means of transportation

• TV
• radio
• online
• on-pack
• social media
• point-of-sales

Destination reached?

  • 2011:
    5,000 mothers engage in the online platform
  •  2012:
    1,004 youth movements send in 179,200 flounces
  • 2012:
    1 youth movement
    out of 3 participates 
  •  Brand Awareness:
    +20% 
  •  Volume sold:
    +52%
LICHT_LIEFDE
Previous case

Licht & Liefde

View case Next case
Open case
close case

How we brought you Light & Love

At the start

Becoming blind or partially-sighted changes your life. Luckily, the non-profit association Licht en Liefde (Light & Love) makes sure your life stays liveable. And they’re doing that for 90 years now. However, Licht en Liefde survives only from donations.

Whereto?

• Increase name familiarity
• Support annual direct mailing for fund-raising
• Boost donations

Licht en Liefde Radio Mix NL20 NEW MIX

How we got Licht en Liefde there

A non-profit organization that makes a difference for 90 years deserves something special on its birthday: a full-blown above campaign. Moreover, because this increases the name familiarity with the general audience.

The creative approach? Because Licht en Liefde helps everyone who becomes blind of partially-sighted during his life, we let people halt at the fact that they are still able to see. All this without overdramatizing.

With a radio ad that relates to the situation the listener is in, and to his activities while listening to the radio, we raised awareness of how crucial it is being able to see.

The voice-over of the ad was recorded by Jo De Meyere: a famous actor, but hardly used for radio commercials. To make the ad stand out even more, we asked him to speak a slower than in regular commercials.

The result is a radio ad that pops out of the block of advertisements and makes the listener point his ears. And received praise on social media.

Of course, visual media couldn’t be left unused in this campaign. As watching TV ads already requires a visual effort, we added an extra dimension: the 90th birthday of Licht en Liefde and the impact of the organisation in everybody’s life.

As an extra, we created and developed posters to be hung in and around churches: the touch point with the older, regular target audience of Licht en Liefde.

Means of transportation

• Radio
• TV
• Print
• Direct mailing

 

 

 

 POSTER_licht_liefde

 

prev next