CONGO INDEPENDENT by Mortierbrigade Brussels for Radio 1

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CONGO INDEPENDENT

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Philippe Deceuster, Jens Mortier
Art Director Sebastien Devalck
Copywriter Arnaud Pitz
Producer Patricia Vandekerckhove
Released February 2010

Credits & Description

Category: Publications & Media
Advertiser: RADIO 1
Product/Service: RADIO STATION
Agency: MORTIERBRIGADE
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Director: Jens Mortier (Mortierbrigade)
Copywriter: Arnaud Pitz (Mortierbrigade)
Art Director: Sebastien Devalck (Mortierbrigade)
Producer: Patricia Vandekerckhove (Mortierbrigade)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Marketing Manager: Peter Claes (Radio 1)
Creative Director: Joost Berends (Mortierbrigade)
Creative Director: Philippe Deceuster (Mortierbrigade)
Media placement: campaign blog - online - 01/03/2010
Media placement: banners - radio 1 - 01/03/2010
Media placement: radio trailers - radio 1 & others - 01/03/2010
Media placement: tv trailers - tv stations één & canvas - 01/03/2010
Media placement: print ad 'made in congo' - newspapers - 30/03/2010
Media placement: posters 'made in congo' - outdoor - 30/03/2010
Media placement: tv commercial 'made in congo' - tv stations één & canvas - 30/03/2010

Describe the brief/objective of the direct campaign.
The event was all about the The democratic Republic of Congo. In 2010 it celebrates its 50 years of independence from Belgium. Belgian newsradio Radio 1 wanted to evaluate Congo’s 50 years of independence So they organised a live broadcasted event with congo experts, musicians, and even the Belgian minister of foreign affairs.

Explain why the creative execution was relevant to the product or service.
What better way to promote an event on someone’s independence, than to prove it by letting someone else do our job, independent from us? What better way to promote a news and background chain, than to show how a country behaves and produces? Since the event is all about the 50 years of independence, We’ve asked a Congolese advertising agency to create the campaign. Totally independent. We found the agency AG Partners Kinshasa, and hired them to do our job. We captured the whole process behind the scenes. The Belgians could follow it on the campaign blog.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To get people to the campaign blog we had online banners, radiotrailers, Radio 1 presenters refering to it, and tv trailers. They received updates every day through the radio, via bannering and via short TV trailers. 3 weeks after the briefing, the TV commercial ‘made in congo’ was aired on Belgian national television, the print ad was published in the newspapers, and posters were spread.

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 huge. The event was sold out immediately. Radio 1 reinforced its position as the one and only news and background chain. And alltough it wasn’t the best commercial and print ad ever made for radio 1, we prooved that with little means and a lot of inventiveness, the Congolese did succeed.