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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Belgium
Agency Germaine
Creative Director Dirk Domen
Art Director Jef Boes
Copywriter Pieter Claeys
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: GERMAINE
Date of First Appearance: Oct 9 2009 12:00AM
Entrant Company: GERMAINE, ANTWERP, Antwerp, BELGIUM
Creative Director: Dirk Domen (GERMAINE)
Art Director: Jef Boes (Germaine)
Copywriter: Pieter Claeys (Germaine)
Production Company: Pimpz (Pimpz)
Media placement: Ambient - Antwerp Central Station - 9/10/2009

Describe the brief/objective of the direct campaign.
The strategy: To get on the shortlist of the pitch for the national railroad company NMBS by being involved in the brand even when not even working for it.

Explain why the creative execution was relevant to the product or service.
We created a (semi) untrue, but beautiful story. On May 26th, we got a young couple married on the train from Ghent to Antwerp. The story goes that this couple wanted to get married on the train on which they got to know each other. The media bought it, bringing the couple on the 7 o' clock new, and on the cover of national press. We collected the media attention on the site and sent the link to the CEO of NBMS.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was picked up by the media, primary target group, and the response was overwhelming. Getting media coverage in all the major newspaper and a major TV station headlined it in the news.

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 second target, the NMBS, was charmed but GERMAINE was still considered too small an agency to finally service the brand. We got up 10 places on the longlist, ending on the 12th place. Not high enough for a happy ending, but thanks to this stunt, we got our name out and were selected for a couple of other competitions. Which we won.