PRESENTERS HIT BY MALARIA by Mortierbrigade Brussels for Studio Brussels

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PRESENTERS HIT BY MALARIA

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Philippe Deceuster, Jens Mortier
Art Director Paul Popelier, Dieter Vanhoof
Released November 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: STUDIO BRUSSELS
Product/Service: MUSIC FOR LIFE CHARITY EVENT
Agency: MORTIERBRIGADE
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Director: Jens Mortier (Mortierbrigade)
copywriter: Thomas Devreese (Mortierbrigade)
Art Director: Dieter Vanhoof (Mortierbrigade)
producer: Patricia Vandekerckhove (Mortierbrigade)
strategy director: Stephanie Zimmermann (Mortierbrigade)
marketing Manager: Peter Claes (Studio Brussels)
marketing Assistent: Katrijn Dewit (Studio Brussels)
head of studio brussels: Jan Van Biesen (Studio Brussels)
Creative Director: Joost Berends (Mortierbrigade)
Creative Director: Philippe Deceuster (Mortierbrigade)
Art Director: Paul Popelier (Mortierbrigade)
Media placement: tv trailers - tv stations één & canvas - 01/12/2009
Media placement: tv commercial - tv stations één & canvas - 15/12/2009
Media placement: print - newspapers - 15/12/2009
Media placement: posters - outdoor - 15/12/2009
Media placement: event - glass house ghent - 19 - 26/12/2009
Media placement: pr - all media - 15/12/2009

Describe the brief/objective of the direct campaign.
The yearly charity event MUSIC FOR LIFE organised by radio station Studio Brussels and The Red Cross, this year was all about MALARIA. We had to sensitise people about Malaria, and create awareness for Music for Life. Each year millions of people in Africa, Asia and South- and Middle America die due to a mosquito’s bite. During MUSIC FOR LIFE we wanted to raise money to buy mosquito nets and protect the people against the most dangerous animal in the world.

Explain why the creative execution was relevant to the product or service.
in Belgium a mosquito bite usually means nothing more than mild irritation and some itch. We had to sensitise the Belgians about the danger, and get them to act directly, and buy mosquito nets. Our challenge was to have people realise how dangerous the sting of a mosquito really is in the bigger part of the world. Not an easy task, if you know that in Belgium a mosquito bite usually means nothing more than some itch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
That’s why we decided to take millions of Belgians by surprise while they were watching television. During one week, in prime time, we aired 4 trailers of well known Belgian TV shows that are situated abroad. They had exactly the same build up, voice overs, anchormen and -women, but there was a twist at the end ... With this spot we invited to a live event and to seek more information on the website.

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 direct response was fenomenal. The subject ‘malaria’ was discussed in all media. In 7 days’ time MUSIC FOR LIFE raised 3.650.000 euro, enough to provide over 1 point 4 million people with mosquito nets.