GIRL by Duval Guillaume Modem Antwerp for Vlam

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GIRL

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Industry Milk, Business equipment & services, Corporate Image
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe
Art Director Raoul Van Harten, Hans Brindfors
Strategic Planner Peter Ampe, Katrien Bottez

Released September 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: FLEMISH MILK BOARD (VLAM)
Product/Service: MILK
Agency: DUVAL GUILLAUME
Date of First Appearance: Sep 23 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Entry URL: http://www.ikkantegeneenstootje.be/
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Hans/Raoul (Duval Guillaume Brussels)
Art Director: Hans/Raoul (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Annelies van der Donck (Duval Guillaume Brussels)
Account Director: Isabel Peeters (Duval Guillaume Brussels)
Agency TV Producer: Emily Rammant (Duval Guillaume Brussels)
Strategic Planner: Katrien Bottez (Duval Guillaume Brussels)
Media Director: Davy Caluwaerts (Duval Guillaume Brussels)
Online Strategy: Wim Walraevens (Duval Guillaume Brussels)
Media placement: Website - Http://www.ikkantegeneenstootje.be/ - 23/04/2009

Describe the brief/objective of the direct campaign.
The National Milk Board of Flanders wanted to make young people aware that they should drink milk now, to stay flexible later.

Explain why the creative execution was relevant to the product or service.
Everyone likes to dance. Especially to the music from your youth. But how are we supposed to dance when we’re old to R&B, breakbeat, house, techno, hardrock? The answer: drink milk now for later.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Too few people drink milk, especially young people. We needed to find a reason for them to start drinking milk again.

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.
First, we launched a tv and cinema campaign. Then online, we invited people to upload their own danceclip so they could dance in their own milk commercial. The most popular commercial was aired on 4 national television stations.