Radio 1 DM Radio 1: REVENGE ON CALLCENTERS & HELPDESKS by Mortierbrigade Brussels

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Industry Publishing, streaming & media, TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Art Director Dieter Vanhoof
Copywriter Niels Schreyers
Client Service Director Veerle Devos
Producer Charlotte Coddens
Released June 2011


Cannes Lions 2011
Direct Lions Best Integrated Campaign Led by Direct Marketing Bronze
Direct Lions Direct Response Broadcast: TV, Radio & Infomercials Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser/Client: RADIO 1
Product/Service: PEETERS & PICHAL
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM
DM/Advertising Agency: MORTIERBRIGADE Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster
Art Director: Dieter Vanhoof
Copywriter: Niels Schreyers
Producer: Charlotte Coddens
Client Service Director: Veerle Devos
Strategy Director: Stephanie Zimmermann
Marketing Manager: Vera Claes
Describe the brief from the client:
Radio 1 is Belgium’s biggest news channel.
They air a show called ‘Peeters & Pichal’, a show that defends consumer rights.
The topic they were treating was the general attitude at call centres & helpdesks.
The objective was to show that Radio 1 does not only give facts & figures, but that they can also engage, change and interact.
Creative Execution:
We used the medium radio in all of its different aspects.
We adapted the music, we made live phone calls, and we captured our actions and put them on air.
Describe the creative solution to the brief/objective.
We confronted the call centres & helpdesks with their own bad habits.
We did to them what they do to us: we kept them waiting.
We took the side of so many frustrated and helpless consumers. Radio spots alerted listeners to the show.
Describe the results in as much detail as possible.
The topic became a public debate.
The minister of Economics got involved.
Two weeks later, the 20 biggest companies in Belgium signed a charter to get rid of the long waiting times and be more consumer-friendly.
They committed themselves to make sure that consumers will have to wait no longer than 1 minute.