Knokke-Heist DM A KISS TO REMEMBER by Dvn

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A KISS TO REMEMBER

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Industry Transport, travel & tourism
Media Direct marketing
Market Belgium
Agency Dvn
Director Gilles Coulier
Creative Director Geert Troch
Art Director Philippe Gunst, Ilse Wancour
Copywriter Anton Vander Haeghen
Producer Abe Wouters, Philip Coulier
Editor Tim Debevere
Released December 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: KNOKKE-HEIST
Product/Service: TOURISM
Agency: DVN
Date of First Appearance: Dec 26 2010
Entrant Company: DVN, Gent, BELGIUM
Entry URL: http://www.youtube.com/watch?v=a6cH_8wa0dk
Marketing Director: Luc De Groote (Toerisme Knokke-Heist)
Creative Director: Troch Geert (DVN)
Copywriter: Anton Vander Haeghen (DVN)
Art Director: Philippe Gunst (DVN)
Art Director: Ilse Wancour (DVN)
Graphic Designer: Hans Vansteenkiste (DVN)
Account Executive: Julie Delobel (DVN)
Managing Partner: Georges Van Nevel (DVN)
Managing Partner: Patricia Brackman (DVN)
Production Manager: Anke Opsomer (DVN)
Producer: Abe Wouters (acTVty)
Producer: Philip Coulier (acTVty)
Director: Gilles Coulier (acTVty)
Editor: Tim Debevere (acTVty)
Camera 1: Gery Hoebanx (acTVty)
Camera 2: Bram Crombez (acTVty)
Sound: Dimitri Van Goidsenhoven (acTVty)
External Communications: Nathalie Decoster (Toerisme Knokke-Heist)
Media placement: STUNT/VIRAL - Youtube - 26 DECEMBER 2010
Media placement: KISSING BOX - Event In Knokke - 12 And 13 FEBRUARY 2011

Describe the brief/objective of the direct campaign.
Knokke-Heist is much more than just a resort on the Belgian coast. It is a sophisticated town, appreciative of the arts and an irresistible magnet for tourists in the summer. It is a great place to rub shoulders with the glitterati, a place to see and be seen. But in the winter, Knokke-Heist tends to be a bit abandoned. There is no obvious way of attracting people to Knokke-Heist in the winter.
How could we convince people to come to Knokke-Heist in the winter with a low-budget campaign?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using a stunt in the form of “the disastrous marriage proposal at the football match between Cercle Brugge and Standard”, a viral campaign was launched with the aim of generating free publicity for Knokke-Heist. This orchestrated stunt created more than 1.5 million hits on You Tube. As well as a big buzz on blogs and social media. Once the ball was rolling, a press release was sent out to announce the Valentine@Knokke-Heist event, the “place to be ”for a “successful marriage proposal”. The release was published extensively by the media.

Explain why the creative execution was relevant to the product or service.
“A KISS” TO REMEMBER becomes “A PLACE” TO REMEMBER.
For Valentine@Knokke-Heist, a “Kissing Box” was created where on 12 and 13 February lovers could seal their love with a kiss.
As a memento, all “kissers” were given a photo to take home with them. They were also able to enter the competition (to win a gastronomic weekend) and enjoy free champagne on the promenade.
It certainly was A KISS TO REMEMBER with more than 4,800 declarations of love and a number of marriage proposals in Valentine@Knokke-Heist.
A concept that people took to their heart.

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.
Compared to last year, 22% more people visited Knokke-Heist at St Valentine’s weekend.
And last but not least, Knokke-Heist will always have a special place in the hearts of almost 5,000 lovers.
For some of them, Knokke-Heist will be absolutely unforgettable, because that famous “KISS TO REMEMBER” led to a marriage proposal.