17 Million Dutch Football Fans DM THE ORANGE BANNER by bone, Utrecht

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Industry Sports Teams & Events
Media Direct marketing
Market Netherlands
Agency bone, Utrecht
Creative Director Joost Van Liemt, Rogier Beerends
Art Director Rik Kokkelink
Released May 2010

Credits & Description

Category: Best Low Budget Campaign
Agency: .bone
Date of First Appearance: May 7 2010
Entrant Company: .bone, Utrecht, THE NETHERLANDS
Art Director: Rik Kokkelink (.bone)
Creative Director: Rogier Beerends (.bone)
Creative Director: Joost van Liemt (.bone)
Interactive Designer: Ruud Puylaert (.bone)
Interactive Designer: Maarten Regterschot (.bone)
General Manager: Ivan Pavlov (Up2)
Senior Developer: Asparuh Krastev (Up2)
Technical Advisor: Anton-Pieter van Grootel (Bambi)
Media placement: Website - Internet - 07 May 2010
Media placement: Front Page Coverage (Free Publicity) - De Telegraaf - 10 May 2010
Media placement: Radio Interview (Free Publicity) - Fresh FM - 14 May 2010
Media placement: Radio Interview (Free Publicity) - SLAM FM - 14 May 2010
Media placement: Radio Interview (Free Publicity) - Radio Veronica - 15 May 2010
Media placement: Radio Interview (Free Publicity) - Radio 538 - 17 May 2010
Media placement: TV Interview/item (Free Publicity) - SBS6 - 19 May 2010
Media placement: Posted On 1000+ Websites (Free Publicity) - Internet - 07 May - 28 May 2010
Media placement: Buzz On Social Media (Free Publicity) - Facebook/Twitter/Hyves/blogs - 07 May - 28 May 2010
Media placement: Unfurled Banner 50x25m - Durban Stadium South Africa - 19 June 2010

Describe the brief/objective of the direct campaign.
Only 5.000 Dutch fans planned to travel to South Africa for the World Cup 2010. We thought the Dutch team deserved a bigger support.
Objective: Find a way to give Dutch supporters the opportunity to visibly support their heroes thousands of miles away.

Key: Make it easy to participate, make sure it's interactive, make sure it has viral potential, and make sure it has free publicity potential.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Bring 31.250 extra Dutch supporters to the World Cup in South Africa. For free. By creating the largest user generated fan banner (50x25 m.) ever to be unfurled at a World Cup match.

We created a website where fans could upload their picture on The Orange Banner. In addition they could invite other fans to 'sit next to them'. Since we only had 9 days to fill all the spots (taking into account the production of the actual banner and shipping to Johannesburg), we asked Dutch supporters to spread the word, making use of social media.

Explain why the creative execution was relevant to the product or service.
The Orange Banner was an idea by Dutch fans for Dutch fans. It was unique, sympathetic, simple, social and fitting: Dutch fans are globally famous for their support.

We had faith all we needed was a website, a press release and the underlying values mentioned above in order to promote The Orange Banner and make it a success.

To stress the fact that The Orange Banner was strictly 'by Dutch fans for Dutch fans', the website we created was functional above all. The 'eye candy' factor came from the actual banner when it was unfurled in the stadium.

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 press release was picked up by major Dutch conventional media and a buzz was spread on all major social media.

Total value free publicity: € 600.000,-.

- In 9 days time 31.250 fans claimed their spot on The Orange Banner.
- The URL www.hetoranjespandoek.nl was mentioned on 1.000+ websites.
- 8 million people were reached (3+ times; free publicity).
- 9.2 million live Dutch viewers witnessed how 31.250 extra fans were revealed thousands of miles away.

Advertising budget: € 0,-