THE FIRST ONLINE FLYER by Duval Guillaume Modem Antwerp for De Lijn

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THE FIRST ONLINE FLYER

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Industry Public Transport, Mass Transit
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe, Katrien Bottez

Copywriter Peter Ampe
Creative Ralf De Houwer, Jonas Caluwe, Niels Sienaert, Tim Schoenmaeckers
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DE LIJN
Product/Service: PUBLIC TRANSPORT COMPANY
Agency: DUVAL GUILLAUME
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Entry URL: http://www.exiga.be/cannes-2010/delijn-onlineflyer.html
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Creative: Ralf de Houwer (Duval Guillaume Brussels)
Creative: Jonas Caluwé (Duval Guillaume Brussels)
Creative: Niels Sienaert (Duval Guillaume Brussels)
Creative: Tim Schoenmaeckers (Duval Guillaume Brussels)
Copywriter: Peter Ampe (Duval Guillaume Brussels)
Account Director: Isabel Peeters (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Tom Sneppe (Duval Guillaume Brussels)
Online Project Manager: Lieven Dewitte (Duval Guillaume Brussels)
Online Strategic Director: Kris Hoet (Duval Guillaume Brussels)
Online Developer: Dave de Preter (Duval Guillaume Brussels)
Online Developer: Stijn Janssens (Duval Guillaume Brussels)
Agency TV Producer: Charlotte Mathias (Duval Guillaume Brussels)
Media placement: Website - http://www.delijn-milieu.be/ - 15/03/2010

Describe the brief/objective of the direct campaign.
Campaign to save and plant trees by bus company De Lijn. The Green Pass To stress the nature friendly character of public transport, bus company De Lijn invented the Green Pass. For each Green Pass sold, De Lijn will plant one tree at the end of this year.

Explain why the creative execution was relevant to the product or service.
The idea To announce this environmental action we also wanted a nature friendly campaign. This led to the idea to distribute all flyers online, in order to save trees.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea To announce this environmental action we also wanted a nature friendly campaign. This led to the idea to distribute all flyers online, in order to save trees. The website was advertised on the radio and in newspapers

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 result After only one week, all 10.000 Green Passes were already sold out, leading to a reprint. If sales continue like this, by the end of the year, Belgium will have forests again.