CONGO INDEPENDENT by Mortierbrigade Brussels for Radio 1

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Belgium
Agency Mortierbrigade Brussels
Art Director Sebastien Devalck
Copywriter Arnaud Pitz
Producer Patricia Vandekerckhove
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: RADIO 1
Product/Service: RADIO 1
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier, Joost Berends, Philippe Deceuster (Mortierbrigade)
Copywriter: Arnaud Pitz (Mortierbrigade)
Art Director: Sebastien Devalck (Mortierbrigade)
Producer: Patricia Vandekerckhove (Mortierbrigade)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Marketing Manager: Peter Claes (Radio 1)
Media placement: Campaign Blog - Online - 01/03/2010
Media placement: Banners - Radio 1 - 01/03/2010
Media placement: Radio Trailers - Radio 1 & Others - 01/03/2010
Media placement: Tv Trailers - Tv Stations Één & Canvas - 01/03/2010
Media placement: Print Ad 'made In Congo' - Newspapers - 30/03/2010
Media placement: Posters 'made In Congo' - Outdoor - 30/03/2010
Media placement: Tv Commercial 'made In Congo' - Tv Stations Één & Canvas - 30/03/2010

Describe the objective of the promotion.
The objective was to promote an event organised by Radio 1. And at the same time strengthen it’s positioning as Belgium’s number one news and background chain. The event was all about the The democratic Republic of Congo. In 2010 it celebrates its 50 years of independence from Belgium. Belgian newsradio Radio 1 wanted to evaluate Congo’s 50 years of independence. So they organised a live broadcasted event with congo experts, musicians, and even the Belgian minister of foreign affairs.

Describe how the promotion developed from concept to implementation
We had to create a TV commercial and a print ad to promote this event. Since the event is all about the 50 years of independence, We’ve asked a Congolese advertising agency to create the campaign. Totally independent. We captured the whole process behind the scenes. The Belgians could follow it on the campaign blog. They received updates every day through the radio via bannering and via short TV trailers. 3 weeks after the briefing, the TV commercial ‘made in congo’ was aired on Belgian national television, the print ad was published in the newspapers, and posters were spread.

Describe the success of the promotion with both client and consumer including some quantifiable results
The event was sold out immediately. Radio 1 reinforced its position as the one and only news and background chain. And although it wasn’t the best commercial and print ad ever made for radio 1, we proved that with little means and a lot of inventiveness, the Congolese did succeed.

Explain why the method of promotion was most relevant to the product or service
What better way to promote an event on someone’s independence, than to prove it by letting someone else do our job, independent from us? What better way to promote a news and background chain, than to show how a country behaves and produces?