Studio Brussels Promo, Case study BELGIAN MUSIC ON TOUR by Mortierbrigade Brussels

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Belgium
Agency Mortierbrigade Brussels
Creative Director Joost Berends, Philippe Deceuster, Jens Mortier
Creative Niels Schreyers, Dieter Vanhoof
Producer Patricia Vandekerckhove
Released February 2011

Credits & Description

Category: Best Use of Integrated Media
Product/Service: STUDIO BRUSSELS
Date of First Appearance: Feb 25 2011
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
creative directors: jens mortier, joost berends, philippe deceuster (mortierbrigade)
creative: dieter vanhoof (mortierbrigade)
creative: niels schreyers (mortierbrigade)
producer: patricia vandekerckhove (mortierbrigade)
marketing manager: peter claes (vrt)
strategy director: stephanie zimmermann (mortierbrigade)
Media placement: Tv Commercials - Een, canvas - 21 february 2011
Media placement: Social Media - facebook, twitter - 21 february 2011
Media placement: Local Media - elephants, cheerleaders, graffiti, ladyboys, etc... - 21 february 2011

Insights, Strategy & the Idea
Radio station Studio Brussels has always been a platform for upcoming Belgian bands.
They have been promoting Belgian music since they first started.
In March 2011, they went a little further, and organised a week of Belgian music only.
We took the campaign a little further too.
About 56.435 kilometres to be exact.
To make this week a big event in Belgium, we promoted it all over the world.
The Belgian way ( = no budget )

Creative Execution
A small crew went on a tour around the world with some flyers & stickers, and a lot of Belgian songs.
We asked the locals to help us. And we used local media.
We even convinced internet hype Keenan Cahill to do his ahum… thing for us.
All this was captured by our crew, and put on the air & online in Belgium.
Before and during the week of Belgian music only.

Results and Effectiveness
The result:

0,00000000005 % international listeners.

But 100 % proud Belgians.