EOS Promo TALKING TREE by Happiness Brussels

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TALKING TREE

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Industry Magazines
Media Promo & PR
Market Belgium
Agency Happiness Brussels
Director Gabriele Trapani, Federico Zanghì
Creative Director Grégory Titeca
Creative Tom Galle, Ramin Afshar
Released September 2010

Credits & Description

Category: Publications & Media
Advertiser: EOS
Product/Service: MAGAZINE
Agency: HAPPINESS BRUSSELS
Date of First Appearance: Sep 1 2010
Entrant Company: HAPPINESS BRUSSELS, BELGIUM
Entry URL: http://talking-tree.com/
Creative Management: Karen Corrigan/Gregory Titeca (Happiness Brussels)
Creative Director: Gregory Titeca (Happiness Brussels)
Account Team: Alan Cerutti/Bart Van de Maele (Happiness Brussels)
Creative: Ramin Afshar/Tom Galle (Happiness Brussels)
Head of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Graphic Designer: Basile Cuvelier (Happiness Brussels)
Programming/Installation: (Fisheye)
Website: (Bliss Interactive)
Director: Gabriele Trapani/Federico Zanghì
Media placement: Website - Internet - 01/09/2010
Media placement: Print - De Standaard, Het Nieuwsblad, Gazet Van Antwerpen, Het Belang Van Limburg - 01/09/2010
Media placement: Online Bannering - De Standaard, Het Nieuwsblad, Gazet Van Antwerpen, Het Belang Van Limburg, Click - 01/09/2010
Media placement: TV - 1 Spot - Acht TV, Vitaya, National Geographic Channel - 01/09/2010
Media placement: Making Of Movie - Vimeo.com - 01/09/2010

Describe the objective of the promotion.
EOS is a Belgian magazine that covers 3 major topics: nature, science and technology.
But EOS magazine is very little known on the internet.
The brief was to increase online visibility for EOS magazine and increase traffic to their website and social media feeds.

Describe how the promotion developed from concept to implementation.
We launched the EOS Talking Tree, a 100 year old tree in Brussels that shares his daily life with the world on the best known social media.
To let the tree talk, we equipped him with sensors that monitor what he goes through every day.
Those sensors are connected to custom made software, that translates the data into: words on Facebook and twitter, videos on YouTube, photos on flickr, and sound on Soundcloud.
People could follow and subscribe to his feeds on Talking-tree.com. With all the sensor data, the custom software automatically generates thousands of tree emotions.

Explain why the method of promotion was most relevant to the product or service.
EOS is a Belgian magazine that covers 3 major topics: nature, science and technology.
The EOS Talking Tree combines this 3 key interest points into one idea. The tree was equipped with the latest technology and software to make him communicate on the internet. The tree also passes on knowledge about nature, in an accessible and entertaining way.
A large crowd is reached, by letting the tree communicate through 5 of the internet's most used social media. The tree attracts thousands of followers, friends, and fans to discover EOS magazine on the internet.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After a few days he had more than 25,000 friends, fans and followers on his social media feeds.
The talking tree was picked up by leading technology, nature and science blogs, websites, and news channels with more than 800,000 page views.
The spreading continued through social media, with over 10,000 tweets, Facebook and tumblr posts and more. The tree's website was visited over 350,000 times and his uploads were viewed by over 75,000 people.
National and international press talked about the tree on TV news, radio shows and websites.
The traffic to the EOS website and social media feeds increased by 600%.