Studio Brussels Promo, Case study PRESENTERS HIT BY MALARIA by Mortierbrigade Brussels

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Belgium
Agency Mortierbrigade Brussels
Copywriter Thomas Devreese
Producer Patricia Vandekerckhove
Released November 2009

Credits & Description

Category: Best Use of Television
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (mortierbrigade)
Copywriter: Thomas Devreese (mortierbrigade)
Art Directors: Dieter Vanhoof/Paul Popelier (mortierbrigade)
Producer: Patricia Vandekerckhove (mortierbrigade)
Strategy Director: Stephanie Zimmermann (mortierbrigade)
Marketing Manager: Peter Claes (Studio Brussel)
Marketing Assistant: Katrijn Dewit (Studio Brussel)
Head of Studio Brussel: Jan van Biesen (Studio Brussel)
Media placement: tv trailers - tv stations één & canvas - 01/12/2009
Media placement: tv commercial - tv stations één & canvas - 15/12/2009
Media placement: print - newspapers - 15/12/2009
Media placement: posters - outdoor - 15/12/2009
Media placement: event - glass house ghent - 19 - 26/12/2009

Results and Effectiveness
Malaria & MUSIC FOR LIFE got loads of media attention. And the event itself was a big success right from the start. For 7 days and 6 nights the 3 Studio Brussels DJs lived in a glass house an played records in return for a donation. Loads of people were involved and even organised events of their own to raise money. In 7 days’ time MUSIC FOR LIFE raised 3,650,000 euros, enough to provide over 1.4 million people with mosquito nets.

Creative Execution
That’s why we decided to take millions of Belgians by surprise while they were watching television. During one week, on primetime, we aired 4 trailers of well-known Belgian TV shows that are situated abroad. They had exactly the same build up, voice overs, anchormen and women, but there was a twist at the end ... (IMPORTANT TO KNOW: these television chains are from the government, normally no advertising is allowed.)

Insights, Strategy & the Idea
The yearly charity event MUSIC FOR LIFE organised by radio station Studio Brussel and The Red Cross, this year was all about MALARIA. Each year millions of people in Africa, Asia and South and Middle America die due to a mosquito’s bite. During MUSIC FOR LIFE we wanted to raise money to buy mosquito nets and protect the people against the most dangerous animal in the world. Our challenge was to have Belgian people realise how dangerous the sting of a mosquito really is in the bigger part of the world. Not an easy task, if you know that in Belgium a mosquito bite usually means nothing more than mild irritation and some itch.