EVI NAKED by Duval Guillaume Modem Antwerp for Telenet

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EVI NAKED

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe, Katrien Bottez

Art Director Eva De Jonckheere
Copywriter Catheline Leroy
Producer Lies Muys
Photographer Kurt Stallaert-Claudia
Released August 2009

Credits & Description

Category: Best Use of Television
Advertiser: TELENET
Product/Service: DIGITAL TV
Agency: DUVAL GUILLAUME
Date of First Appearance: Aug 16 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Catheline Leroy (Duval Guillaume Brussels)
Art Director: Eva De Jonckheere (Duval Guillaume Brussels)
Account Director: Sylvie Verbruggen (Duval Guillaume Brussels)
Agency TV Producer: Emily Rammant (Duval Guillaume Brussels)
Agency TV Producer: Marc Van Buggehout (Duval Guillaume Brussels)
Photographer: Kurt Stallaert
Production Company: GAS
Producer: Lies Muys
Music Company: Sonicville
Media placement: TV spots - VTM - 16/08/2009
Media placement: Youtube - http://www.youtube.com/watch?v=paJ60osoYSM - 16/08/2009
Media placement: Facebook - People captured the photo on their tv and put it on facebook. - 16/08/2009

Results and Effectiveness
Only one hour after the commercial was aired, blogs reported about the stunt, the spot got over 299000 views on YouTube in less then a week and photos of Evi popped up everywhere. One week after the spot aired, Telenet and Evi Hanssen returned more hits on Google than Paris Hilton and Britney Spears during their Circus Tour in Belgium.

Creative Execution
We took an exclusive nude photo of TV babe Evi Hanssen and put it for exactly 1 frame in an TV commercial. Viewers with telenet TV could push the pause button and enjoy Evi Hanssen, the others only new they were missing out on something. The spot massively triggered people to search for the movie online. We seeded the movie on a single platform but it spread like wildfire when online communities re-posted it across numerous video channels.

Insights, Strategy & the Idea
People know the advantages of digital TV, but the majority hasn’t made the switch yet. The challenge was to convince this majority that they really miss out on something. We took the live pause button as an important feature of Telenet digital TV, but instead of talking about it, we actually showed its advantages in an interactive TV spot.