Belgian Federal Government Promo PICK A PRIZE WITH ECOLABEL by These Days Y&R Antwerpen

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PICK A PRIZE WITH ECOLABEL

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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market Belgium
Agency These Days Y&R Antwerpen
Creative Director Samuel De Volder
Art Director Guido Goffeau
Copywriter Vincent Daenen, Luk Catrysse
Producer Bruno Dejonghe
Released November 1999

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: FEDERAL GOVERNMENT BELGIUM
Product/Service: ECOLABEL
Agency: THESE DAYS
Creative Director: Samuel de Volder (These Days)
Art Director/Designer: Reginald van de Velde (These Days)
Copywriter: Luk Catrysse/Vincent Daenen (These Days)
Art Director: Guido Goffeau (These Days)
Account Direction: Gio Canini/Annemie Vandeweerdt (These Days)
Project Management: Christophe Mes/Stefanie de Preter (These Days)
Technical Project Management: Pieter Helsen (These Days)
Head Of Strategy: Karin de Bruyn (These Days)
Strategic Planning: Tim Willems/Tomas Van Gastel (These Days)
Development: Xavier Vermeiren/Sven Dens (These Days)
Development: Kathy Van de Gaer/Katrien Delarue/Geert Barzin (These Days)
Analytics: Christophe Neys (These Days)
Media Planning: Ivana Vilusic (These Days)
Producer: Bruno Dejonghe
Event Manager: Dimitri Barbe (Brand Senses)
Media placement: Website - On-Line - 28/08/2012
Media placement: Banner - On-Line - 28/08/2012
Media placement: Print Ad - Newspaper - 28/08/2012

Describe the objective of the promotion.
The Ecolabel is a European label that is granted to eco-friendly products. It acts as a beacon for people who want to shop environmentally consciously. The problem is that nobody knows the logo. The Belgian Federal Government asked us to make the logo known within our target group of ecoshoppers.

Describe how the promotion developed from concept to implementation.
To do so we organised a live-action contest in which the logo played a main part. We planted 10,000 flowers with cameras above them. When you answered the contest questions correctly you were assigned a personal plant. The prize you won depended on the colour of the flower, so you had to follow your plant. As soon as it bloomed you needed to claim your prize. The flowers were planted around a big Ecolabel logo, so each time you checked your flower you got to see the Ecolabel logo.

Explain why the method of promotion was most relevant to the product or service.
It's easier said than done to get people's attention for something like a logo. With this approach we found a natural solution to expose the logo in a playful way including a nice 'what's-in-it-for-me' for the consumer. People were curious about the prize they had won, so they came back to check their flower again and again and again. And each time they got to see the Ecolabel logo planted in the middle of the greenhouse. The competition was also an opportunity to start a conversation in the media about shopping eco-conciously.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The logo was exposed 50m+ times on- and off-line. 15,000 participants generated 3,082 branded interaction hours (54% of visits up to 30 minutes). Reminder: Belgium has less inhabitants than Paris. On average players saw the logo 17 times. The original effort led to earned media: 23.5% registered via a referral site. 80,000 Facebook & Twitter posts and shares. 4 major retailers decided to create an Ecolabel productpage in their weekly folder. Furthermore 3 items on national television, 7 press articles and 32 local blog reports. 4 trade fairs offered unexpected attention with an extra 170,000 visitors being exposed to the logo.