ROBOTIX by Euro Rscg Brussels for PASS

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ROBOTIX

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Belgium
Agency Euro Rscg Brussels
Executive Creative Director Dominique Van Doormaal
Creative Director Daniel Van Vlasselaer - Jean-Luc Soille
Released April 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PASS
Product/Service: ACTION ROBOTIX
Agency: EURO RSCG BRUSSELS
Date of First Appearance: Apr 6 2009 12:00AM
Entrant Company: EURO RSCG BRUSSELS, BELGIUM
Executive Creative Director: Dominique van Doormaal (Euro RSCG Brussels)
Creative Director: Jean-Luc Soille (Euro RSCG Brussels)
Junior Art Director: Jonathan Croix (Euro RSCG Brussels)
Junior Copywriter: Julien Riviezzo (Euro RSCG Brussels)
Creative Supervisor: Stephane Daniel (Euro RSCG Brussels)
Creative Supervisor: Hugo Battistel (Euro RSCG Brussels)
Media placement: Radio Spots - Belgian Radio Channels - 6 April 2009
Media placement: Guerilla: Ping Pong Balls Spread In Different Public Places - Plublic Places (Restaurants, Fast Foods...) - 6 April 2009

Describe the objective of the promotion.
Every year, during the Easter holidays, Pass organises a festival of robotics: Robotix’s. How did we take advantage of this event in order to increase the use of Pass?

Describe how the promotion developed from concept to implementation
We created a robot (H4F12), which had unfortunately lost an eye. An appeal for help was launched on the radio – search for H4F12’s eye, bring it in and in return he would allow you to enter free of charge.

Describe the success of the promotion with both client and consumer including some quantifiable results
217 eyes were returned to Pass, namely a response rate of 15.5%.

Explain why the method of promotion was most relevant to the product or service
More than 1300 eyes were hidden in Wallonie and in Brussels. We evidently favoured popular commercial locations such as Pizza-Hut, Kinépolis, UGC as well as well-frequented areas like the Grand Place in Brussels, Manneken-Pis, etc.