Radio 1 Promo, Case study REVENGE ON CALLCENTERS - WAITING FOR U2 by Mortierbrigade Brussels

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Belgium
Agency Mortierbrigade Brussels
Director Thierry Van Durme
Art Director Sebastien De Valck
Copywriter Arnaud Pitz
Producer Philippe Bokken
Released April 2012

Credits & Description

Category: Best Use of Audio
Advertiser: RADIO 1
Creative Directors: Jens Mortier/Joost Berends/Philippe De Ceuster (Mortierbrigade)
Copywriter: Arnaud Pitz (Mortierbrigade)
Art Director: Sebastien De Valck (Mortierbrigade)
Agency Producer: Charlotte Coddens (Mortierbrigade)
Director: Thierry Van Durme (Sonicville)
Producer: Philippe Bokken (Sonicville)
Sound Engineer: Menno Van Riet (Sonicville)
Client: Diane Waumans/Peter Claes/Ellen Moriau (VRT)
Media placement: Radio - Radio 1 - 26th April 2012

Insights, Strategy & the Idea
Radio 1 is Belgium's biggest news channel.
They air a show called 'Peeters & Pichal' - a show that defends consumer rights.
The topic they were treating was the general attitude at call centres and helpdesks.
The objective was to show that Radio 1 does not only give facts and figures, but that they can also engage, change and interact.

Creative Execution
We confronted the call centres and helpdesks with their own nasty habits.
We did to them what they do to us: we kept them waiting.
We took the side of so many frustrated and helpless consumers.
We used the medium radio in a surprising way: we adapted the music.
And showed how frustrating it is to keep people waiting.

Results and Effectiveness
The topic became a public debate.
The minister of Economics got involved.
Two weeks later, the 20 biggest companies in Belgium signed a charter to get rid of long
waiting times and be more consumer-friendly.
They committed themselves to make sure that consumers will have to wait no longer than 1