THE BLOW JOB by Duval Guillaume Modem Antwerp for Ché Men's Magazine

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THE BLOW JOB

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Industry Magazines
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Director Kurt Stallaert-Claudia
Creative Director Geoffrey Hantson
Art Director Jeroen Govaert, Ad Van Ongeval
Copywriter Dieter De Ridder
Released April 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: CHE MEN'S MAGAZINE
Product/Service: MEN'S MAGAZINE
Agency: DUVAL GUILLAUME
Date of First Appearance: Apr 10 2010 12:00AM
Entrant Company: DUVAL GUILLAUME, Antwerp, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume/Antwerp)
Copywriter: Dieter De Ridder (Duval Guillaume, Antwerp)
Art Director: Ad van Ongeval (Duval Guillaume, Antwerp)
Creative Director / interactive: Lansen Walraet (Duval Guillaume, Antwerp)
Art Director: Jeroen Govaert (Duval Guillaume, Antwerp)
Design: Niki Desiron (Duval Guillaume, Antwerp)
Design: Michael De Boevé (Duval Guillaume, Antwerp)
Design: Jesse vanden Broeck (Duval Guillaume, Antwerp)
Programming: Stijn Janssens (Duval Guillaume, Antwerp)
Director: Kurt Stallaert (Kurt Stallaert)
Media placement: email - email - 10 april 2010

Describe the brief/objective of the direct campaign.
Ché is Belgium’s favourite men’s magazine. For years they’ve been running one of the country’s most famous and rewarded campaigns: Let us keep on dreaming of a better world. This year Ché is celebrating its 10th anniversary. And because a magazine is nothing without its readers, Ché wanted to make sure they were involved in the festivities.

Explain why the creative execution was relevant to the product or service.
Blowing skirts instead of candles... what better expression is there of Ché's claim 'let us keep on dreaming of a better world'

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Other magazines might blow out some candles. But in the world of Ché we allow men to blow something more interesting…skirts! We created a minisite where you could lift up the skirt of a sexy model by simply blowing towards your screen. To everybody’s surprise, a picture is secretely taken during ‘the blow job’ - using the surfer’s webcam. If you share this picture on Facebook or Twitter you get the chance to win Ché free for a year.

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.
Boys will be boys. With nothing more than an email, a little ad and a banner, more then 10.000 men blew the skirt in less then a day. And we’re still counting.