Studio Brussels Radio Station: "ETERNAL MOONWALK" Direct marketing by Mortierbrigade

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: STUDIO BRUSSELS
Product/Service: RADIO STATION
Agency: MORTIERBRIGADE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Entry URL: http://www.eternalmoonwalk.com/atributetomichaeljackson
Creative Director: Jens Mortier (Mortierbrigade)
Copywriter: Arnaud Pitz (Mortierbrigade)
Art Director: Sebastien Devalck (Mortierbrigade)
Producer: Patricia Vandekerckhove (Mortierbrigade)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Owner: Pascal Leroy (Group94)
Marketing Manager: Peter Claes (Studio Brussels)
Marketing Assistent: Katrijn Dewit (Studio Brussels)
Head of Studio Brussels: Jan van Biesen (Studio Brussels)
Creative Director: Joost Berends (Mortierbrigade)
Creative Director: Philippe Deceuster (Mortierbrigade)
Media placement: Website 'eternal Moonwalk' - Online - 01/07/2009
Media placement: Radio Trailers - Studio Brussels - 01/07/2009
Media placement: Banners - studio Brussels & others - 01/07/2009
Media placement: Radio announcements - studio brussels - 01/07/2009
Media placement: moonwalk banners - studio Brussels & Others - 01 - 15/07/2009
Media placement: twitter - twitter - 01/07/2009

Describe the brief/objective of the direct campaign.
At the end of june 2009, Michael Jackson died. Studio Brussels, a major Belgian radio station felt that they ànd their listeners should pay tribute to the king of pop. We needed a direct approach to all Michael Jackson fans, in order to bring them on the platform, and to strengthen it’s position as the one and only Belgian music chain.

Explain why the creative execution was relevant to the product or service.
Instead of just playing some Michael Jackson records, we did something much more valuable, by offering Michael Jackson fans a platform to tribute their hero. Thus strengthening our position as the one and only music chain. The chain that understands music lovers better than anyone else.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
So we used his most famous dance move: the moonwalk and created eternalmoonwalk.com A website, where people could easily upload their own version of the moonwalk. By putting the videos side by side, we created the never ending moonwalk. On friday the campaign was launched via some important blogs, Twitter and Facebook. A radiocommercial supported the site, and during their radioshows the studio brussels presenters invited people to participate. Several moonwalk banners were put on music platforms. Every day a new top ten of the best moonwalks was posted online. The direct response was huge.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We got global news coverage. From national networks to CNN. Numerous newspaper and magazine articles. Media coverage valued at over 34.000.000 euros. The most tweeted subject in the world during 3 days. More than 3.900.000 unique visitors from nearly every country in the world. Average time spent on the site: 7 min 14sec More than 15.000 films uploaded , amounting to more than 45 kilometers of moonwalk. (kilometers - miles) The ultimate example of user generated content according to many professionals in the industry. 1.850.000 google search results. More than 120.000 blogs