H20TBAG by Dvn for Vlaams Energie Agentschap

H20TBAG

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Industry Environmental & Animal Issues
Media Direct marketing
Market Belgium
Agency Dvn
Creative Director Geert Troch
Art Director Philippe Gunst, Ilse Wancour
Copywriter De Vroey Lieven, Kelly Gevaert
Illustrator Serge Kerger
Released June 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: VLAAMS ENERGIE AGENTSCHAP
Product/Service: SOLAR WATER HEATER
Agency: DVN
Date of First Appearance: Jun 1 2010
Entrant Company: DVN, Gent, BELGIUM
Entry URL: http://www.energiesparen.be/groenewarmte
Communications Manager: Veronique Vens (Vlaams Energie Agentschap)
Creative Director: Troch Geert (DVN)
Art Director: Ilse Wancour (DVN)
Art Director: Philippe Gunst (DVN)
Copywriter: Lieven De Vroey (DVN)
Copywriter: Kelly Gevaert (DVN)
Web Designer: Andy Deloose (DVN)
Illustrator: Serge Kerger (DVN)
Production Manager: Anke Opsomer (DVN)
Managing Partner: Brackman Patricia (DVN)
Account Executive: Julie Delobel (DVN)
Managing Partner: Georges van Nevel (DVN)
Media Planner: Kathleen Frits (DVN)
Sound / Camera / Production: Tiele Mulier (Tielevisie)
Media placement: Viral Movie - Facebook - 1 JUNE 2010
Media placement: H2OTBAG - Sampling Out At Railway Stations - 21 JUNE 2010

Describe the brief/objective of the direct campaign.
The European Commission says that 13% of all energy must come from renewable sources by 2020. Because 85% of the energy in every home is used to heat water and provide heating, the solar water heater is promoted as a sustainable source of energy. But how can we warm the general public to the idea of sustainable energy in Belgium? And on a low budget as well?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
On 21 June we launched the H2OTbag (20,000 bags handed out at stations) , an organic, 100% biodegradable bag. The ideal sustainable shower that uses the sun to provide its energy! Fill it with water, hang it out in the sun for an hour, prick holes in it and enjoy your first sustainable hot shower!

Using Facebook, we launched a targeted campaign to recruit ambassadors. Eight well-known Belgians were appointed ambassadors. We persuaded them to let us film them having a H2OTbag shower. These shots were then processed into infomercials. And our ambassadors gave their time free of charge!

Explain why the creative execution was relevant to the product or service.
We have put the issue of sustainable heat energy to consumers, but in a ‘fun’ way. THE MEDIUM IS THE MESSAGE: The H2OTbag takes us back to basics: using the sun as a sustainable source of energy. This is not a gadget simply as a gadget. The gadget serves as a vehicle to focus on green heat.

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.
A genuine tidal wave of hot energy was spread via a viral campaign and the social media.
Now that the idea had been fully launched we handed out 20,000 H2OTbags to commuters at stations.
The H2OTbag was even picked as a HOT item on the highly successful VILLA VANTHILT
show on our n° 1 TV channel, “één”. The total presence in print, radio, TV and blogs generated 4,780,156 contacts.