TITTYTENT by TBWA\ Brussels for HET NIEUWSBLAD

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TITTYTENT

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Industry Newspapers
Media Promo & PR
Market Belgium
Agency TBWA\ Brussels
Creative Director Frank Marinus
Art Director Menno Buyl
Copywriter Geert Verdonck
Released May 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: HET NIEUWSBLAD
Product/Service: NEWSPAPER
Agency: TBWA\BRUSSELS
Date of First Appearance: May 25 2009 12:00AM
Entrant Company: TBWA\BRUSSELS, BELGIUM
Art Director: Menno Buyl (TBWA \ Brussels)
Copywriter: Geert Verdonck (TBWA \ Brussels)
Creative Director: Frank Marinus (TBWA \ Brussels)
Account Director: Geert Potargent (TBWA \ Brussels)
Account Manager: Charlotte Lindemans (TBWA \ Brussels)
Commercial Manager: Liesbeth Dupon (Corelio-Het Nieuwsblad)
Manager Action Marketing: Kathleen Beaucarne (Corelio-Het Nieuwsblad)
Coordinator Action Marketing: Julie Bruggeman (Corelio-Het Nieuwsblad)
Media placement: Free Postcards - Boomerang Cards - May 19, 2009
Media placement: Print Ad - Humo, Knack, P-Magazine - May 26, 2009
Media placement: TV Campaign - TMF, MTV - May 25, 2009
Media placement: Radio Campaign - Studio Brussel - May 25, 2009

Describe the objective of the promotion.
‘Het Nieuwsblad’ is a popular Belgian newspaper. Every summer they publish special reports about the major music festivals. The goal of the promotion was to prove readers and potential readers that they really understand how young people experience music festivals.

Describe how the promotion developed from concept to implementation
‘Het Nieuwsblad’ couldn’t really compete with the big sponsors that were very prominently present on the festival area. So they focused on the camping site right next to it, where every year again, people are having problems to locate their tents amongst the many others. Het Nieuwsblad created a skin-coloured 3-persons tent that is very recognisable and easy to locate, just by putting a nipple on top of it: the Titty Tent. The tent was introduced by a media campaign and could be obtained via the newspaper.

Describe the success of the promotion with both client and consumer including some quantifiable results
As soon as the campaign started, the Titty Tent became a hype on numerous blogs and websites, it was referred to in many other media. The first load of 2000 tents was gone in a few days, so extra orders had to be placed to meet the demand. The unexpected, to some slightly shocking tent had a very positive influence on the perception of Het Nieuwsblad.

Explain why the method of promotion was most relevant to the product or service
The media campaign reached readers and non-readers alike, and made the buy Het Nieuwsblad to be able to get the tent. So they could discover the editorial music content as well.