Brussels Airlines DM FOURPLAY by Duval Guillaume Modem Antwerp

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Industry Airlines
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Art Director Tim Schoenmaeckers
Copywriter Niels Sienaert
Released February 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Product/Service: AIRLINE COMPANY
Date of First Appearance: Feb 2 2011
Entry URL:
Creative Directors: Katrien Bottez/Peter Ampe (Duval Guillaume)
Copywriter: Niels Sienaert (Duval Guillaume)
Art Director: Tim Schoenmaeckers (Duval Guillaume)
Account Director: Annemie Verschueren (Duval Guillaume)
Account Manager: Annelien Orbie (Duval Guillaume)
Design and Production: Sevenedge (Sevenedge)
Media placement: Online game - - 2 February 2011

Describe the brief/objective of the direct campaign.
Brussels Airlines has a vast database of contacts, but it's always difficult to turn these passive readers into active flyers. Brussels Airlines felt that more was needed than a standard newsletter to stimulate people to fly Brussels Airlines. Valentine seemed like the ideal occasion to promote their city trips.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
On Valentine, Brussels Airlines stimulated couples to go on a romantic city trip. You could even win that trip, if you could prove you were the perfect Valentine couple. A banner on our official website notified couples to the game.

Explain why the creative execution was relevant to the product or service.
Brussels Airlines invited everyone to play an online game you could only play as a couple: with 4 hands on 1 keyboard.

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.
45.000 people played the game during the 10 day campaign period. It generated 8000 new opt-ins.