VIRTUAL STRIKE by Famous Brussels for Association Of Communication Companies Belgium

VIRTUAL STRIKE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Belgium
Agency Famous Brussels
Creative Director Christophe Ghewy, Joeri Van Den Broeck, Paul Wauters
Designer Stijn Pauwels
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ASSOCIATION OF COMMUNICATION COMPANIES BELGIUM
Product/Service: COMPETITION CHARTER
Agency: FAMOUS
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: FAMOUS, Brussels, BELGIUM
Entry URL: http://www.toputourworkon.com/cannes/virtualstrike
Creative Director: Tim Driesen (Famous Brussels)
Creative Director: Joeri van Den Broeck (Famous Brussels)
Creative Director: Christophe Ghewy (Famous Brussels)
Creative Team: Stijn Jansen / Bram Ceuppens (Famous Brussels)
Web Developer: Pieter Nijs/Valentijn Steenhoudt (Famous Brussels)
Internet Strategy: Jonathan Detavernier (Famous Brussels)
Project Manager: Bart Segers (Famous Brussels)
Designer: Stijn Pauwels (Famous Brussels)
Media placement: Website - Internet - 10/2/2010

Describe the brief/objective of the direct campaign.
A few years ago, the members of the ACC, the Belgian Association of Communication Agencies, signed the Competition Charter. This document lays down seven basic rules for agency competitions. However, today more and more advertisers seem to be ignoring the charter. A joint action by the agencies was needed to remind advertisers of the document they once committed to.

Explain why the creative execution was relevant to the product or service.
The idea made it very easy for every Belgian agency to get involved in the action. As an agency, it is easier to stand up if you know others do the same. That way almost every agency joined within a few days. Every client or potential client who visited an agency's website that week, was confronted with the charter they once signed.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A simple letter was adressed to advertisers, but it wasn’t sent by post. It ran on the homepages of 24 agencies, who each put their site offline for a whole week. Instead of their usual content, they agreed to show a part of the letter, ending up as a nationwide strike.

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.
Almost every major Belgian agency decided to join the action, making it a statement by not just one agency, but by the whole sector. The action was quickly picked up by the whole advertising world. Within one week, over 850,000 homepages were visited. The action got support from the IPA in the UK and the South African ACA. It also opened a worldwide discussion on Advertising Age, Adverblog, Contagious, Creative Review and various social media.