LITTLE ROBIN by Duval Guillaume Modem Antwerp for Opvoedingslijn

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LITTLE ROBIN

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Industry Social Services
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson
Art Director Koenraad Lefever
Copywriter Dries De Wilde
Released October 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: OPVOEDINGSLIJN
Product/Service: PARENT ADVICE HELPLINE
Agency: DUVAL GUILLAUME ANTWERP/MODEM
Date of First Appearance: Oct 10 2010
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume)
Art Director: Koenraad Lefever (Duval Guillaume)
Copywriter: Dries De Wilde (Duval Guillaume)
Account Director: Jonathan Moerkens (Duval Guillaume)
Media placement: Ambient - Shopping Malls - 10 October 2010

Describe the brief/objective of the direct campaign.
In Belgium there’s a new hotline for parents with out of control kids. The client asked us to raise awareness about this new telephone line, increase the number of incoming calls and increase visits to their website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Part of the launch campaign took place in the biggest shopping malls in the country. Shoppers heard the announcement of a little kid that is waiting for his mother at the reception. During the following announcements the same boy went crazy: he screamed, broke things. Then this message followed: “Raising a kid isn’t always easy. That’s why there’s ‘de opvoedingslijn’, the new advice hotline for parents. Call 078 15 00 10. ‘Opvoedingslijn’ first aid for out of control kids.

Explain why the creative execution was relevant to the product or service.
The announcements of a lost child in shopping malls are very recognizable.

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.
Little Robin got massive attention in all major newspapers, blogosphere and national television. And even more important: phone calls tripled and web visits multiplied by 6.