WORLD'S FASTEST RADIO SPOT by J. Walter Thompson Brussels for Voo

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WORLD'S FASTEST RADIO SPOT

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Belgium
Agency J. Walter Thompson Brussels
Director Julien Henry
Creative Director Jean-Luc Walraff
Art Director Julien Riviezzo, Sebastien Verliefde
Copywriter Julien Riviezzo
Producer Cathy Watt-Mathé
Released January 2011

Credits & Description

Category: Best Use of Audio
Advertiser: VOO
Product/Service: TELECOMMUNICATIONS
Agency: JWT BELGIUM
Date of First Appearance: Feb 1 2011
Entrant Company: JWT BELGIUM, Brussels, BELGIUM
Entry URL: http://lespotradioleplusrapide.voo.be
Copywriter: Julien Riviezzo/Sebastien Verliefde (JWT)
Art Director: Sebastien Verliefde/Julien Riviezzo (JWT)
Creative Director: Jean-Luc Walraff (JWT)
Account Director: Xavier Caytan/Caroline Charles (JWT)
Account Manager: Aslihan Yardimci (JWT)
Director: Julien Henry (La Film Fabrique)
Sound Studio: Pierre Bruyns (Bleu Nuit)
Sound Engineer: Philippe Vandendriessche (Bleu Nuit)
Producer: Cathy Watt-Mathé (Betv)
Advertiser's Supervisor: Julie Verbeke/Erica Vanini/Antoine Menalda (VOO)
Speaker/Stuntman: Damien Gillard (Freelance)
Pilot: Thierry Van Dalen (Porshe/Kronos)
Media placement: Radio - Bel RTL, Contact, La Première, Vivacité, Classic 21, Pure FM, Twizz, Panach FM. - 1 February 2011
Media placement: Online - Making Of Video - Voo.be, Lespotleplusrapide.be, Vimeo, YouTube, Blogs. - 1 February 2011
Media placement: Online - Banners - Msn, Le Soir, La DH, La Libre. - 1 February 2011

Insights, Strategy & the Idea
Marketing objective: increase brand image and reinforce the positioning as innovative challenger.
Communication objective: new client recruitment, increase VOO-internet awareness.
Target audience: Male 18-44, sensitive to new technologies.
Insight: Everybody wants a stable and fast internet connection to surf, play, communicate and download instantly.
Thanks to the new technology (DOCSIS 3.0) VOO was able to provide the fastest internet.

Creative Execution
Demonstrate the innovative offer with a radio commercial that never was done before.
The radio commercial referred to a main website (lespotleplusrapide.be) where the making of video was shown.
There were also a lot of banners to support the website.

Results and Effectiveness
It was quickly spread all over the internet. We had more than 12000 views of the video, which is a good result knowing we only communicate to the southern part of Belgium (the french-speaking part). But there were more views that we don't know about because we found the video translated in Italian and English on Youtube.

We already know the results are 20% above commercial objectives but since the campaign ended in March we still don't have complete results and details.