Opvoedingslijn Promo, Case study BULLY CHOIR by Duval Guillaume Modem Antwerp

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BULLY CHOIR

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Executive Creative Director Peter Ampe, Katrien Bottez
, Geoffrey Hantson
Art Director Koenraad Lefever
Copywriter Dries De Wilde
Client Service Director Jonathan Moerkens - Dimitri Mundorff
Producer Brigitte Baudine
Released December 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: OPVOEDINGSLIJN
Product/Service: HOTLINE FOR PARENTS
Agency: DUVAL GUILLAUME MODEM
Executive Creative Director: Geoffrey Hantson/Katrien Bottez (Duval Guillaume Modem)
Art Director: Koenraad Lefever (Duval Guillaume Modem)
Copywriter: Dries De Wilde (Duval Guillaume Modem)
Account Manager: Thuyen Pham Cuan (Duval Guillaume Modem)
Producer: Brigitte Baudine (Duval Guillaume Modem)
Choir: Steve De Veirman (Arte Musicale)
Sound: Sonicville (Sonicville)
Client Service Director: Dimitri Mundorff (Duval Guillaume Modem)
Media placement: ambient - shopping mall - 22nd december 2011
Media placement: Viral - youtube - 22nd december 2011
Media placement: Free press - all major press - 22nd december 2011

Summary of the Campaign
Raise awareness, get parents to engage - via extra calls and website visits - and get press to give free press attention for the ‘Opvoedingslijn’, an advice hotline for parents with out-of-control kids.
To achieve this a few days before Christmas a children’s choir started singing carols in a shopping mall. Could there be anything more adorable? We turned that happy little image upside down pretty quickly. The innocent-looking kids weren’t singing the usual carols. Instead of jingle Bells, the lyrics were changed to reflect drug use, bullying and some other unsavoury habits. The whole stunt was captured in an online film to make it viral and getting people and press to talk. The results were absolutely amazing and it had a big PR-value.

The Situation
Opvoedingslijn - an advice hotline for parents with out-of-control kids - is depending on State subsidy. To be eligible for new subsidies we have to make sure that everybody (State, press and parents) are aware of the existence and the necessity of the hotline 'opvoedingslijn', all this with a very restricted production budget and no media budget at all.

The Goal
Raise awareness, get parents to engage - via extra calls and website visits - and get press to give free press attention for the ‘Opvoedingslijn’, an advice hotline for parents with out-of-control kids

The Strategy
1. Stunt: a children choir starts bullying in a shopping mall
2. The whole stunt was filmed and seeded to press and bloggers via Youtube
3. Bingo: massive press attention and debate about the necessity of 'opvoedingslijn', the Belgian hotline for parents with out-of-control kids.

Execution
A few days before Christmas a children’s choir started singing carols in a shopping mall. Could there be anything more adorable? We turned that happy little image upside down pretty quickly. The innocent-looking kids weren’t singing the usual carols. Instead of jingle Bells, the lyrics were changed to reflect drug use, bullying and some other unsavory habits. The whole stunt was captured in an online film to make it viral.

Documented Results
The movie immediately went viral: over 700,000 people watched it on YouTube in less than a week. The day after it was released, the bullying children’s choir made it onto prime time TV news on all major Belgian TV channels. All major newspapers ran articles about the misbehaving kids and how the ‘Opvoedingslijn’ can be helpful. Not only the press articles delivered talk-value, it also provided discussion and debate value in all newspapers and a massive amount of blogs. Those responsible for 'Opvoedingslijn' took over 25 interviews. As a result, a lot of parents (re)discovered the hotline, resulting in an amazing 500% increase in calls and website visits. And just as important: 'Opvoedingslijn' is eligible for State subsidy for the coming 3 years.