De Morgen Promo, Case study DE MORGEN by Duval Guillaume Modem Antwerp

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Industry Newspapers
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Art Director Geert De Rocker
Copywriter Tom Berth
Released December 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: EURO ON EBAY
Product/Service: NEWSPAPER
Date of First Appearance: Dec 14 2010
Entry URL:
Creative Directors: Katrien Bottez & Peter Ampe (Duval Guillaume Brussels)
Copywriter: Tom Berth (Duval Guillaume Brussels)
Art Director: Geert De Rocker (Duval Guillaume Brussels)
Account Director: Hans Peeters (Duval Guillaume Brussels)
Retouching: Fred Dupont (Duval Guillaume Brussels)
Media placement: print ad - newspaper - 14 December 2010
Media placement: banners - - 14 December 2010
Media placement: euro - eBay - 14 December 2010

Insights, Strategy & the Idea
On December 16th the European Union organized a summit to save its currency. The readers of newspaper De Morgen could read all about it in a special newspaper supplement. De Morgen wanted to stress the importance of the summit by creating some extra rumour around it.

Creative Execution
De Morgen conducted a strange little experiment to test the unity of the euro. We put 1 euro coins of each member state of the European Union up for sale on eBay, and we asked our readers what the different euro coins were still worth to them.
Banners created traffic to the euro coins on eBay.

Results and Effectiveness
The experiment gave us an idea of how united our Belgian readers feel with other euro countries. Not so surprisingly the Greek and Irish euro proved to be rather unpopular. One Greek euro was sold for 60 cent.
For 1 German euro on the contrary bidders were prepared to pay 2 euros or more!