TWEETBANNERS by Boondoggle Brussels for COBRA.BE

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TWEETBANNERS

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Industry Website
Media Promo & PR, Case study
Market Belgium
Agency Boondoggle Brussels
Strategic Planner Peter Verbiest
Released January 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: COBRA.BE
Product/Service: CULTURAL NEWS WEBSITE
Agency: BOONDOGGLE
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: BOONDOGGLE, Leuven, BELGIUM
Entry URL: http://www.bornoncloud9.be/canneslions2010/cobra.be/tweetbanners-media/
Creative Directors: Stef Selfslagh/Vincent Jansen (Boondoggle)
Creative Team: Johan van Oeckel/Bart van Goethem (Boondoggle)
Creative Team Radio: Johan van Oeckel/Bart van Goethem/Lies de Mol (Boondoggle)
Strategic Planner: Peter Verbiest (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Account Manager: Toon de Baere (Boondoggle)
Mulitmedia Development: Jeroen Jansen/Bart de Coster (Boondoggle)
Film Director: Kurt Maes (L.A. Initials)
Film Producer: Lies Muys (L.a. Initials)
Photography: Britt Guns
Media placement: Banner - Online Media - 30/01/2010
Media placement: Twitterpage - Online Media - 30/01/2010

Results and Effectiveness
cobra.be was launched on January 29. On the first day, the website already counted 20,000 unique visitors.

Creative Execution
We did not try to depict the wide target group of cobra.be. Nor did we try to illustrate its wide content offer. Both approaches would have defined cobra.be much too narrowly. Instead we showed what you would not be able to find on cobra.be by having very interesting artists doing very uninteresting things. So we let acclaimed Belgian writers such as Tom Lanoye and Annelies Verbeke and acclaimed and well-known actors Gilda De Bal and Vic De Wachter twitter about totally uninteresting activities. We picked up their Twitter-feeds and put them in banners that were placed on relevant media sites. After a few totally uninteresting tweets the banner closed with “And when they do something interesting, you can experience it on cobra.be”.

Insights, Strategy & the Idea
On January 29, the website cobra.be was launched. Cobra.be offers a very wide selection of the VRT's cultural news, enriched with exclusive documentaries, a cultural agenda and small gems from the VRT archive. The challenge we were offered: how to launch the new cultural website cobra.be?