DONATE YOUR BODY TO ADVERTISING by FamousGrey Brussels for Proximus

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DONATE YOUR BODY TO ADVERTISING

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Industry Mobile Communications
Media Promo & PR, Case study
Market Belgium
Agency FamousGrey Brussels
Creative Director Christophe Ghewy, Joeri Van Den Broeck, Paul Wauters
Released May 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: PROXIMUS
Product/Service: GENERATION MOBILE PROVIDER
Agency: FAMOUS BRUSSELS
Date of First Appearance: May 17 2010
Entrant Company: FAMOUS BRUSSELS, BELGIUM
Creative Director: Tim Driesen (Famous)
Creative Director: Joeri Van Den Broeck (Famous)
Creative Director: Christophe Ghewy (Famous)
Creative Team: Vanessa Hendricx/ Alexander Chaban (Famous)
Creative Team: Gaeton Gomez/ Gregory Verheyleweghen (Famous)
Interactive Director: Jonathan Detavernier (Famous)
Project Manager: Bart Segers/ Arnout Everaert (Famous)
Internet Design/ Development: Pieter Nijs/ Bert Vermeire (Famous)
Account Director: Nicolas De Bauw (Famous)
Account Manager: Isabelle Hankard (Famous)
Traffic Manager: Martine Vandenbosch (Famous)
Production: Marja Donkers (Famous)
Media placement: Mobile Postering - Truck - 17/5/2010
Media placement: T Shirts - / - 17/5/2010
Media placement: Microsite - Internet - 17/5/2010
Media placement: Bannering - Internet - 17/5/2010

Insights, Strategy & the Idea
GENERATION is a mobile provider that offers free texting for youngsters.

Creative Execution
Instead of surrounding all the young adults with posters, flyers and websites, it could be more visible, by, instead of being between them, being on the youngsters themselves.
With this message: ‘I donate my body to advertising.’ More than 25,000 t-shirts carrying the message were handed out on the streets and at festivals. Wearing this message could win you a trip to New York. But just wearing the t-shirt wasn’t enough.
You were pushed to wear it in visible places. The more people that could possibly see the message, the more points you gained for your trip to New York. For example: you = 1 point, each friend is another point, etc...

Results and Effectiveness
15,000 participants registered on the website; posing in their t-shirt showing what GENERATION stands for: a free texting service for a young audience.