HOLD YOUR LION by Proximity BBDO Brussels for KLUWER

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Industry Magazines, Advertising & Communication
Media Promo & PR, Case study
Market Belgium
Agency Proximity BBDO Brussels
Released June 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: KLUWER
Product/Service: PUB MAGAZINE
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: PROXIMITY BBDO, Brussels, BELGIUM
Entry URL: http://awards.microsite.be/PUB/HoldYourLion
: Proximity BBDO Team
Media placement: Print - PUB Magazine - 8 June 2009
Media placement: Online - Website - 8 June 2009
Media placement: Viral - Email - 8 June 2009
Media placement: New Media - Facebook & Twitter - 8 June 2009
Results and Effectiveness
In just two days’ time, the cover of our local niche magazine created buzz that spread to China, Malaysia and beyond. We got more than 300 websites posting about it, both from creatives showing off with their golden lion and technology geeks who were impressed with the Augmented Reality application. The editor in chief from the magazine was so delighted he posted his own picture 3 times, as did competitors from all over the world. More than 3,000 people uploaded their Lion pose. And PUB Magazine had a worldwide scoop.
Creative Execution
Readers were utterly amazed: by holding the magazine cover in front of a webcam, they saw themselves with a golden lion. They could then take a picture of their favourite pose and add it to the Hall of Fame. When visitors had added their picture to the hall of fame, they could send it to their friends via email or add it to their Facebook profiles. Hundreds of them showed it off on their blogs, MySpace profiles and Twitter profiles as well.
Insights, Strategy & the Idea
PUB, Belgium's no.1 advertising magazine, asked us to do the cover of their Cannes edition: every year, the magazine dedicates an entire edition to the Mecca of Advertising awards. And every year, a few Belgian creatives come back with the ultimate reward: a golden lion. This year however, the crisis hit hard. Few agencies could afford to send their creatives to Cannes. So we thought we'd give those that couldn't attend the ultimate Cannes experience. We turned the Magazine cover into an Augmented Reality application, so creatives could experience what it feels like to hold a Golden Lion without leaving home.