ALWAYS FIND YOUR TENT by Ldv United for Ida

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ALWAYS FIND YOUR TENT

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Industry Charities, Foundations, Volunteers, Against Drugs
Media Promo & PR, Case study
Market Belgium
Agency Ldv United
Creative Director Kristof Snels
Art Director Manuel Ostyn
Copywriter Pieter Staes
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: IDA
Product/Service: ALCOHOL AND DRUG ABUSE PREVENTION
Agency: LDV UNITED
Date of First Appearance: Jul 2 2009 12:00AM
Entrant Company: LDV UNITED, Antwerp, BELGIUM
Creative Director: Kristof Snels (LDV United)
Copywriter: Pieter Staes (LDV United)
Art Director: Manuel Ostyn (LDV United)
Strategy Director: Henk Ghesquière (LDV United)
Account Director: Ann Hostens (LDV United)
Digital Strategic Planner: Kristof Janssens (LDV United)
Media placement: Balloons (4 festivals) - Rock Werchter, Feest in het Park, Dour & Esperanzah! - 02/07/2009
Media placement: Flyers - Rock Werchter, Feest in het Park, Dour & Esperanzah! - 02/07/2009

Results and Effectiveness
“Don’t lecture, be empathic” turned out to be a good strategy. The campaign generated an overall acceptance amongst the young people on the camping sites. They waited in line to receive their customisable balloon and over 3,000 balloons were spread in no time.

Creative Execution
We created the idea of handing out giant balloons near festival camping entrances. Each balloon could be customised and attached to their tents, thereby helping young people to get back to their tents on a chaotic campground, no matter how late it is and how drunk they are. Flyers were added to spread the message: “It’s ok to drink, just skip a round now and then”. The media we used were: - Giant balloons - Flyers Both were spread during the following festivals: - Rock Werchter - Dour - Feest in the Park - Rising Festival

Insights, Strategy & the Idea
iDA is a non-profit organisation that sensitises about the use of alcohol and drugs. The 'Always find your tent' campaign had 2 objectives: 1) Create awareness about the hazards of getting drunk. 2) Stimulate conversation: getting young people to talk about the downsides of getting drunk. The target audience consisted of young people attending Belgian festivals. Festivals are the perfect setting for young people to unwind… and to consume alcohol. Most people spend several days at a festival and sleep at the nearby camping sites, which gives them the perfect excuse to get drunk. They don’t like to be lectured about their behaviour. In fact, they don’t like being lectured at all. Therefore, the insight was: “Don’t lecture, be empathic”. Instead of lecturing young people, we decided to respond to their needs, be useful to them, rather than telling them what to do.