Bongo Print BAKED FISH & LEMON by Duval Guillaume Modem Antwerp

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Industry Culture, Leisure & Sport
Media Print, Magazine & Newspaper
Market Belgium
Agency Duval Guillaume Modem Antwerp
Art Director Eva De Jonckheere
Copywriter Catheline Leroy
Photographer Philippe Petitjean
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: BONGO
Product/Service: GIFT VOUCHERS
Date of First Appearance: Dec 7 2010
Creative Directors: Katrien Bottez & Peter Ampe (Duval Guillaume Brussels)
Copywriter: Catheline Leroy (Duval Guillaume Brussels)
Art Director: Eva De Jonckheere (Duval Guillaume Brussels)
Account Director: Sylvie Verbruggen (Duval Guillaume Brussels)
Account Manager: Marie Thiers (Duval Guillaume Brussels)
Retouching: Fred Dupont (Duval Guillaume Brussels)
Photographer: Philippe Petitjean
Print Producer: Claudine Sweers (Duval Guillaume Brussels)
Fragrance Producer: Dédée Willemsen (Additex)
Fragrance Producer: Yves Frantz (Euracli)
Media placement: Magazines - Humo, Télé Moustique, Libelle, Femmes, Flair, WE Knack, Vif, Ciné Télé Revue, P-Magazine, De Morgen - 7 December 2010
Media placement: Mobile 20m² - . - 11 December 2010
Media placement: Online - . - 11 December 2010
Media placement: Radiospots - National radio - 3 December 2010

Insights, Strategy & the Idea
A Bongo Experience Box is the perfect alternative for the
cliché perfume gift for Christmas.

Creative Execution
3 themes were made:
the smell of baked fish and a touch of lemon (Bongo Beach Weekend)
the smell of wet grass and sweat (Bongo Adventure) and the smell of
fresh sheets and strawberries (Bongo Champagne Breakfast)

Results and Effectiveness
.• Bongo purchases December: more than ¾ of Bongo purchases in December took place during the last 2 weeks of December
• Own shops: Bongo purchases last week of Christmas: almost half of total Bongo purchases (own shops) in December