Equal Payday DM SATISFACTION THE GRANNY REMAKE by Mortierbrigade Brussels



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Industry Public awareness
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Niels Schreyers, Dieter Vanhoof
Client Service Director Veerle Devos
Producer Charlotte Coddens
Released March 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: EQUAL PAY DAY
Product/Service: EQUAL PAY DAY
Date of First Appearance: Mar 8 2011
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (Mortierbrigade)
Creative: Dieter Vanhoof (Mortierbrigade)
Creative: Niels Schreyers (Mortierbrigade)
Producer: Charlotte Coddens (Mortierbrigade)
Client Service Director: Veerle Devos (Mortierbrigade)
Marketing Manager: Vera Claes (Zijkant / Equal Pay Day)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Digital: Laurent Dochy (Mortierbrigade)
Digital: Mathieu Michaux (Mortierbrigade)
Media placement: Music Television Chains - MTV / TMF / JIM TV - 8 March 2011
Media placement: Live Performance - Nightclubs (Carré, Willebroek) - 25 March 2011
Media placement: Alarm Clock On Smartphones - ITunes - 25th March 2011
Media placement: Online - Youtube, Facebook, ... - 8 March 2011

Describe the brief/objective of the direct campaign.
Few people know that on average, women earn 23 % less than men doing the same job
Equal Pay Day is an organization that pleads for equal pay for women.
The strategy was a direct approach of young people.
Because the sooner they are made aware of this injustice, the sooner they can do something about it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We did a remake of the famous ‘satisfaction’ music video by Benny Benassi.
And we replaced the sexy models from the original by 70-year-old grannies that still had to work to get a decent pension.
The sign-off: ‘The less you earn, the longer you work.’
We aimed it directly to youngsters via music channels MTV and TMF, social media, tv screens in nightclubs and via their smartphones. TV spots on music channels and a live event got our message out.

Explain why the creative execution was relevant to the product or service.
The original clip was a big hit amongst youngsters. Since they were the target audience, the remake of this clip was most relevant to get our message through.

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.
An investment of 75K for the clip, alarm device and media (public awareness rates)
234.000 unique visitors to equalpayday.be, an increase of 1000% (!)
More than 1million views on youtube in 3 weeks’ time, and still counting (Youtube statistics)
About 5000 tweets (source twitter)
200.000 views on website-owned media players
200.000 facebook shares (Facebook statistics)
91.000 google search results (Google Analytics)
Embedded in 5000 blogs
In the top ten virals of advertising age
Media coverage from newspapers to prime time tv
Media coverage 14 million euro (source IM)
The president of the Belgian labour party forced employers to act