Opvoedingslijn: LITTLE ROBIN by Duval Guillaume Modem Antwerp for Opvoedingslijn

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Opvoedingslijn: LITTLE ROBIN

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson
Art Director Koenraad Lefever
Copywriter Dries De Wilde
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser/Client: OPVOEDINGSLIJN
Product/Service: PARENT ADVICE HELPLINE
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Advertising Agency: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM

Creative Director: Geoffrey Hantson (Duval Guillaume / Modem)
Art Director: Koenraad Lefever (Duval Guillaume / Modem)
Copywriter: Dries De Wilde (Duval Guillaume / Modem)
Account Director: Jonathan Moerkens (Duval Guillaume / Modem)

Results and Effectiveness:
Little Robin got massive attention in all major newspapers, blogosphere and national television. And even more important: phone calls tripled and web visits multiplied by 6.
Creative Execution:
Part of the launch campaign took place in the biggest shopping malls in the country. Shoppers heard the announcement of a little kid that is waiting for his mother at the reception. During the following announcements the same boy went crazy: he screamed, broke things, … Then this message followed: “Raising a kid isn’t always easy. That’s why there’s ‘de OPVOEDINGSLIJN’, the new advice hotline for parents. Call 078 15 00 10. OPVOEDINGSLIJN, first aid for out of control kids.
Insights, Strategy and the Idea:
In Belgium there’s a new hotline for parents with out of control kids. The client asked us to raise awareness about this new telephone line.