Tv Channel: "PUSH TO ADD DRAMA [video]" Direct marketing by Duval Guillaume Antwerpen

Type of entry: Strategy
Category: Product Launches
Advertiser: TNT TURNER BROADCASTING SYSTEM
Product/Service: TV CHANNEL
Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM
Entrant DUVAL GUILLAUME MODEM Antwerp, BELGIUM
Title: PUSH TO ADD DRAMA
DM/Advertising Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM
Executive Creative Director: Geoffrey Hantson/Katrien Bottez (Duval Guillaume Modem)
Copywriter: Dieter De Ridder (Duval Guillaume Modem)
Art Director: Ad Van Ongeval (Duval Guillaume Modem)
Producer: Marc Van Buggenhout (Duval Guillaume Modem)
Account Director: Marc Wellens/Jana Vervoort (Duval Guillaume Modem)
Producers: Euridyce Gysel/Matthias Schellens (Czar)
Director: Koen Mortier (Duval Guillaume Modem)
Describe the brief from the client
Launch of the new American TV channel TNT in Flanders, Belgium. TNT is a high-quality entertainment channel that delivers fresh series, acclaimed films and insightful real-life stories. Their tagline: We know drama.
TNT’s brand promise is ‘TV worth talking about’. Our assignment was to make a launch campaign worth talking about.

Creative Execution

The chosen approach aimed to connect a new TV channel (TNT) and its specific offering (drama) in the minds of people. So when they're in for some good drama, they will absolutely remember the dramatic series of events when pushing the 'push to add drama'-button.


Describe the creative solution to the brief/objective.

TNT’s tagline is 'We know drama'. Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell.
Triggering the unstoppable curiosity of people we placed a big red push button on an average Flemish square of an average Flemish town. The sign with the button invites people to 'push to add drama'. And then we waited.
People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end a big cloth unfolds saying 'Your Daily Dose of Drama. From 10/04 on Telenet'.


Describe the results in as much detail as possible.

The campaign was launched mid April. But this is what happened in less than 1 week:
- More than 29m views on YouTube
- More than 250,000 'likes'
- More than 3.8m Facebook shares (the second most shared commercial ever, and counting)
- More than 120,000 tweets (even Chuck Norris tweeted about TNT)
- More than 2,500 blog posts
- Massive media attention: national and international
- … and a hilarious Lego-parody