THE UGLIEST BUILDING by Duval Guillaume Modem Antwerp for STALLAERT DEMOLITION COMPANY

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THE UGLIEST BUILDING

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Industry Public awareness
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson
Art Director Stefan Leendertse, Carsten Van Berkel
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: STALLAERT DEMOLITION COMPANY
Product/Service: DEMOLITION COMPANY
Agency: DUVAL GUILLAUME
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Antwerp, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume/Antwerp)
Art Director: Carsten van Berkel (Duval Guillaume/Antwerp)
Art Director: Stefan Leendertse (Duval Guillaume/Antwerp)
Creative Director Interactive: Lansen Walraet (Duval Guillaume, Antwerp)
Design: Niki Desiron (Duval Guillaume, Antwerp)
Design: Michael de Boevé (Duval Guillaume, Antwerp)
Account Director: Charlotte Matthias (Duval Guillaume, Antwerp)
Media placement: microsite - Www.expedition147.be - 10 october 2009

Describe the brief/objective of the direct campaign.
As a demolition company Stallaert is largely depends on the goodwill of architects. But architects are far too busy creating the new to be involved with demolishing the old. So we had to get their attention in a smarter way. More in their field of interest: architecture and beauty.

Explain why the creative execution was relevant to the product or service.
Get the architects interest in their field of interest: architecture and beauty by launching the online competition via press release; the ugliest building in Belgium.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Belgium is sometimes referred to as the ugliest country in the world. So on National Architecture Day demolition company Stallaert launched their mission to create a more beautiful Belgium: An online competition to choose the ugliest building in Belgium. The winner gets knocked down by Stallaert.

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.
The competition was picked up instantly by blogs and media all over the country. Within a day more than 17,000 visitors had nominated over 200 different buildings. Heavy discussions about the choice of building and the state of Belgian architecture in general filled the site and spilled over into a nationwide debate on architecture blogs, newspapers, magazines and radio stations. Hundreds of architects and other possible clients personally contacted Stallaert to compliment them.The top 20 ugliest building were gathered in a stylish architecture book and send to Stallaerts clients and prospects. And perhaps even more important: A call to action for a more beautiful Belgium has begun.