Studio Brussels Case study MAKE IT TO MUSE by Caviar, Mortierbrigade Brussels

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Industry Consumer & Public services
Media Case study
Market Belgium
Agency Caviar
Agency Mortierbrigade Brussels
Director Kaat Beels
Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Creative Stefan Van Den Boogaard, Tim Geoghegan Tbwa\media Arts Lab
Client Service Director Veerle De Vos
Producer Audrey Dierckx
Production Sonicville
Released May 2013


Cannes Lions 2013
Media Lions Best Campaign; Best Integrated Campaign Led by PR Silver
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: MUSIC FOR LIFE
Sound: Phile Bokken (Sonicville)
Executive Producer: Kato Maes (Caviar)
Producer: Audrey Dierckx (Caviar)
Director: Kaat Beels (Caviar)
Strategy: Vincent D’halluin (Mortierbrigade)
Client Service Director: Veerle De Vos (Mortierbrigade)
Sonicville: Evert Vermeire (Mortierbrigade)
Creative: Tim Arts (Mortierbrigade)
Creative: Stefan Van Den Boogaard (Mortierbrigade)
Creative Director: Philippe De Ceuster (Mortierbrigade)
Creative Director: Joost Berends (Mortierbrigade)
Creative Director: Jens Mortier (Mortierbrigade)
Client: Gunther Van Acker (Studio Brussels/VRT)
Client: Jan Van Biesen (Studio Brussels/VRT)
Client: Peter Claes (Studio Brussels/VRT)
Results and Effectiveness
This unlikely adventure was the topic most talked about for weeks. Research revealed that 67,5% of all citizens of Flanders (12-79y) saw the campaign.
75% says that people with dementia are common people like you and me. 87% of the people who saw the campaign says that it broke the taboo about dementia. Twice as much people think media report positively on dementia after the campaign. In the 3 months after Music for Life, 65% of all Flemish retirement homes requested a starter’s kit on music therapy.. 1 in 3 people declares to have talked about dementia to their relatives as a result of the campaign.
Creative Execution
We wanted to use the perfect format to show a real, authentic story: the documentary. In a unique 4-part documentary aired in prime time we told the story of The Betties: the ups and downs they go through, how relatives deal with the disease, the music therapists at work... And of course the rehearsals for their act. This way people got to know the disease better and how the people behind it experience it. Every episode was watched by over 1.2 million people. The highlight was opening for Muse in Belgium’s largest concert venue, supported by their family.
Insights, Strategy and the Idea
Business objective: Show the engagement of Studio Brussels towards society.
Marketing objective: Change the perception around dementia in both media and the thoughts of the general audience. Give music therapy a boost.
Communication Objective: Activate the conversation around dementia.
Target audience: Studio Brussel is an alternative music channel with a market share of 12%. We wanted to reach an audience far beyond this, without leaving behind the typical Studio Brussels DNA that’s best summarized through their baseline 'Life is Music'.
Insight: Your musical memory is stored in the back of the brain and is therefore affected last. Music has an important therapeutic effect on people with dementia
The big idea of this campaign was to gather a group of people with dementia, teach them in 3 weeks time the song ‘Follow Me’ by Muse and let them perform under the name ‘The Betties’ as support act for one of the world’s most popular bands: Muse.