Iab Mixx Awards 2013 BEST ONLINE B2C

Iab Mixx Awards 2013
IAB MIXX
AWARDS 2013
The Winners
BEST ONLINE B2C CAMPAIGN
GOLD
Agency : TBWA
Case : bpost Live Webshop
Advertiser : bpost
The sTraTegY
e-commerce in belgium is
booming, with 46% of the
online population having bought
online last year for an average
ammount of €163 per month.
in 2012, three out of ten belgian
customers spended more on
e-commerce than in 2011.This
means more and more packages
need to be delivered. Just like
many competitors, bpost wants
a bigger share in this growing
market.
The creaTive iDea
The bpost live Webshop was built.
a physical pop-up store in the
centre of brussels that housed an
online store by broadcasting it live
on the website. in the webshop, designer stuff and popular electronics
were sold, with their price dropping
every second. so if you wanted to
buy a product, you had to wait long
enough for the price to get lower,
but be fast enough to outsmart
other shoppers. as a product was
sold, the postman picked it up,
right in front of the webcam, and
delivered it 24/7.
use Of inTeracTive MeDia
The action was announced
through radio commercials, live
bannering (through live streaming
you could follow the products and
their prices dropping down every
second) on relevant websites like
kapaza and ebay. facebook ads
targeted on the specific product’s
target group, e-mails and printed
postcards and of course the live
pop-up store itself, which had a
high visibility with a huge banner
that was visible from one of the
busiest streets of brussels.
resulTs & rOi
The online web shop was only
opened for a few hours a day,
but it attracted 213.370 unique
visitors in 6 days, far more than
our target of 100 000. On average, 8 products per hour were
sold. awareness of bpack rose
with a stunning 65%. and even
though the goal was only to expand the database of customers,
during the campaign 33 online
shops immediately decided to
start shipping their parcels with
bpost.
The gap in the Market finder tool
was created, asking everyone in
the country to tell us which business they were missing in their
towns. That way future business
owners could see which kind of
businesses were needed and
where. a list of the most wanted
businesses for every town was put
on thegapinthemarket.be. The rest
of the data came directly from the
people.
and city got its own personalized
posters. Online banners did the
same by using iP-tracking. The
windows of empty stores in
popular shopping areas were
covered with messages urging
people to go to the website. and
a partnership with the regional
journalists of het nieuwsblad
made it possible to publish articles
specifically about the needs of
every single town. all media directed to the website.
issue and it was put on the
political agenda. no less than
171.157 gaps in the market
were reported. That’s an average of 560 reports for every
town or city. almost 1500 fresh
new business ideas were generated as a direct result of this
campaign.
GOLD
Agency : TBWA
Case : The gap in the market
Advertiser : KBC
The sTraTegY
in today’s economy it’s very hard
to start up your own business.
so how could kbc build up a
relationship with future business
owners and become a good bank
in the eye of the general public?
The plan was to bring those two
groups together and to become
the middle man.
creaTiviTY
some towns have businesses that
other towns unfortunately don’t.
so in every town or city there are
stores missing that people desperately need.
use Of inTeracTive MeDia
On local radio stations people
could hear exactly what was
missing in their towns. every town
resulTs & rOi
The lack of missing local
businesses became a national
The website was the most
popular database for everyone
looking to start a new business.
This campaign truly changed the
peoples’ perception of kbc bank
and created a positive view on
the future.
Iab Mixx Awards 2013
SILVER
TBWA (KBC presents: The Talk Halfway)
BRONZE
UM (Share a coke), TBWA (KBC presents: «Mums know best» safety shop)
& Creaxial.net (European Online activation & promotion for the movie
«L’Ecume des Jours»)
BEST ONLINE B2B CAMPAIGN
BRONZE
Agency : DDB Brussels
Case : DDB 6» Recruitment
Advertiser : DDB Brussels
challenge
bring young creative blood to the
agency in and make DDb more
top of mind amongst advertising
students
Problem 1 / creative Directors
don’t have a lot of time to go
through countless portfolio
interviews.
2 / in an era when brands chase
consumers’ short attention
span, marketers must adapt and
agencies seek individuals that
understand this.
sTraTegY
We looked for a concept that
takes to emerging social media
platforms and strictly recruit
students that fully embrace
new media. We understood that
vine proves an ideal tool to put
students to the test in conveying
short, yet powerful brand
messages. also it’s an extremely
handy and convenient recruitment tool for creative directors
needing to make a first selection.
creaTive sOluTiOn
• We then added incentive: the
creators of the top ten vine
entries are invited to join an
additional competition taking
place on the DDb express train
to the cannes lions festival. On
the train, the participants were
asked to work on creative briefs.
at each stop, creative work were
assessed and the lowest scorer
was asked to leave. The two
survivors of this last challenge
won a ticket to the festival.
• We designed a visual layout
on DDb’s established social
media channels (facebook,
Twitter, Tumblr) that announces
the initiative. soon after that
we introduced the #ddbexpress
hashtag on vine and posted our
own video to set the tone.
• Our social media team created
a gallery tab on facebook
aggregating every single
#ddbexpress-video that was
posted to Twitter. so participants
continuously fed each other with
creative inspiration.
resulTs
• In less than 2 weeks more than
150 #ddbexpress-videos got
uploaded to Twitter.
• DDB’s «6 recruitment was a
trending topic on both advertising and recruitment websites.
• Advertising schools in Belgium,
but also in the rest of europe
welcomed the initiative and the
opportunity it brought along for
their students. Miami ad school,
berghs school of communication,
st-lucas school of art, artevelde,
... all mobilized their creative students to participate in the project.
• The agencies’ fan/follower
base on Twitter and facebook
increased by 200% in only two
weeks time.
• We ended up hiring one of the
students; the other one was immediately headhunted by bbDO.
BEST ONLINE NON-PROFIT CAMPAIGN
SILVER
Agency : Prophets
Case : De Vragende Partij
Advertiser : VRT (De Redactie)
assignMenT
for the 2012 local elections, the
public broadcasting corporation vrT wanted to involve the
population more closely through
participation in the run up to
the elections. vrT also wanted
to generate interesting content
for its election programmes.
Traditional political debates often
results in television that is not
very compelling.
sTraTegY
To generate sufficient participation and content, we focused
on voters’ involvement, as local
elections are all about needs that
are very local. and yet the local
parties’ programmes are full of
unclear action items that make
comparing different local parties
almost impossible. We generated
compelling content by switching
tables: voters could determine
the political agenda by making
their own suggestions about
how their quality of life could be
improved. The parties’ various
positions could be compared
easily by posting a suggestion
and then asking the politicians
for their opinions.
aPPrOach
We created a platform called
the ‘De vragende Partij’ (The
requesting Party). users were
able to select their town on the
platform to submit a proposal.
They could then raise support for
their proposal by sharing it with
friends.
at the same time we invited all
local party leaders to upload
their programme’s action items.
Over 80% did so. Party leaders
provided their opinions on the
Iab Mixx Awards 2013
most supported local proposal.
This allowed us to put together
the top 10 most supported
proposals accompanied by the
opinions of local politicians.
Two weeks before the date of
the local elections, we asked all
party leaders to choose 3 of the
10 most supported proposals
and to make concrete promises
in this regard. everyone could
then indicate to which promises
they would keep the politicians if
they were to be elected.
acTivaTiOn
activation was based on the generated content: we put modules
with the ever-changing top 10
most supported proposals on a
wide range of internet sites. The
shown information was linked to
users’ iP addresses, so they were
always shown local information
relevant to them. They also
received invitations to support or
create proposals themselves.
The resulTs
The campaign was picked up
by many local media within and
outside the vrT corporation.
Published suggestions were used
as content in radio programmes
and newspapers to elicit
opinions. vrT also drew a lot of
information from the platform
to use as news items on the
internet, radio and television. The
suggestions were also used as
a guide for discussions between
political leaders in programmes
on the local elections.
The platform’s final results
exceeded all expectations:
3,076,982 visited pages
897,924 platform visits
252,172 unique visitors
44,136 active participants
1,521 participating politicians
generaTeD cOnTenT
11,981 suggestions
10,876 suggestions with at least
1 additional comment
33,377 comments
141,599 expressions of support
3,799 political responses
3,245 political promises
These results were not only
astonishing according to belgian
standards, but also by internationals standards. recently, The
requesting Party received the
internationally renowned Prix
italia in the category best interactive website linked to a Tv-or
radioprogram, and is still in the
running for the Prix europa.
BEST DISPLAY CREATION
GOLD
Agency : TBWA
Case : The Telenet Banner Box Offices
Advertiser : Telenet
creaTive aPPrOach
in 2012, belgian operator Telenet
launched king & kOng, two
easy to understand tariff plans to
surf, call and text at a ridiculous
low price. To make switching
ridiculously easy, the king & kong
Banner box offices were created:
real box offices manned by real
Telenet operators, but inside an
online banner placed on two
popular belgian news sites. via
private video chat, potential
clients could instantly switch to
king & kOng. an internet first.
innOvaTiOn
generating live sales talks is
not something you normally do
through a banner. it was a unique
project that used new technologies, tools and a disruptive way
of using existing media. node.
js was used as a server side
technology to enable real-time
audio/video communication
between the potential clients
and the operators. each operator
had a web based operating tool
created in hMTl5 and Javascript
with which he/she could accept
calls, effectively toggling his/her
online status in the front end ui.
engageMenT resulTs
The banners got 1.5 million
unique viewers and 360.000
complete video views, which
lead to 13.378 sales talks.
The campaign also got very positive results through the corelio
connectometer (ipsos) with a
useful score of 43%! (benchmark
web is only 16%).
BRONZE
DDB Brussels (Volkswagen Meteo Wobblers) & Prophets (#DeelHeelVeel)
BEST GAME IN CAMPAIGN
SILVER
Agency : Emakina
Case : Audi A3 Berline: Multi Screen Virtual car key game
Advertiser : Audi Import
for the launch of audi’s a3
berline, a game had to be
part of the long page product
launch website. since the design of the trunk of the berline
was exceptional, the game
had to lead the site visitors to
this side of the car. The game
had to be a part of a full long
scrolling page experience,
and have an innovative, multi
media edge to it.
both the (hTMl5) site and
the game had to reflect the
strong character of the berline,
showing its modernity, dyna-
mism and technological edge.
creaTiviTY
The long page scrolling website
offers a smooth and efficient
experience, as classy as the
car it introduces. it leads you
to the game, that combines
online and mobile screen
experiences. besides the different perspectives, a layered
presentation, dynamic content
of the site you participate in a
multitool contest.
On your mobile device you
obtain a virtual key (via a
Iab Mixx Awards 2013
Qr code on the website), to
open the car trunk and see if
you won the hidden present.
emakina ‘s design creates a
sense of simplicity, elegance
and sophistication, while
suggesting the sportive side of
the car by dynamic and oblique
lines and invisible frames. away
with horizontal lines, boxes
and squares, towards a more
dynamic and light universe! The
colour choice adds refinement
and class, with black, gray and
the typical audi-red touches.
The typography conveys the
same values: deliberate minimalism and class. visually, the
typography had to speak for
itself, so the designers removed
the text from its context to
become objects.
innOvaTiOn
The virtual key competition
matches the car’s spirit: design
and original interaction blend.
nobody likes to fill in long
forms. boring! because capturing clear data was necessary,
we used a game with a smart
trick : smooth interaction
between devices.
The game offers an innovative
interaction between media. We
split up the form in a website
part and a mobile screen. filling
in the data becomes fun, easy
and part of the game. You jump
between screens without noticing you’re sharing information,
using natural pop-ups.
like audi’s in-car technologie,
you are multi-connected across
media:
• You fill in first contactdata
online and a Qr code appears
on the webpage.
• You scan it with your mobile
and continue the game on the
mobile page.
• Here you fill in some extra
data and answer a question on
the berline.
• The right answer transforms
your mobile screen into a key.
• When you click the key, you
open the car trunk on the
online page and see if you won
a prize.
The server manages both
connections at the same time,
giving you the impression that
you actually open up the car
with your mobile device.
engageMenT
The campaign lead to 101.682
website visits by 86.988 unique
visitors and 767.479 page
views.
18.552 people played the
game, filling in the forms on
both screens. The campaign
(and for a large part the game)
generated 15.570 qualified
sales leads.
SILVER
Agency : In the Pocket
Case : De Slimste Gemeente App/Website
Advertiser : Telenet
«De Slimste Gemeente» is a
Tv-show created by Woestijnvis for vier (sbs belgium). 81
preselected flemish municipalities battle against each other
to become the smartest town
of flanders. flanders has 308
municipalities, so what about
the other 227 municipalities?
application. Many weird and
compelling ideas were discussed,
but it was only when we were
just about to call it a night, a
very simple concept surfaced.
When we pitched it to vier,
TbWa and Telenet, the sponsoring partner of the show, we
knew we had a winner.
The challenge
in the Pocket was asked to
create a digital extension of
the show with three prerequisites:
• Reach: make it easy for everyone to participate
• Continuity: not only during
the broadcasting of the show
• Cross promotion: make the
users viewers and the viewers
users.
The gaMe cOncePT
all the flags of the municipalities were drawn in a
typical flemish country setting.
after logging in the user could
defend the flag of his own
municipality, or attack the
flags of others. it was about
raising your flag or playing the
other flags down by answering
multiple choice questions especially created by Woestijnvis.
bonus points could be won in
a real-time 2nd screen quiz
during the show. We created
headquarters where players
We brainstormed for the best
concept to translate vier’s
newest quiz show to a mobile
BRONZE
TBWA (Playstation Face Fight Royale)
could see their stats and define strategies. The municipality with the highest flag-score
at the end of the game would
win a Telenet Wi-free zone on
a location of their choice. as
simple as that.
THE TECHNOLOGY: JAVASCRIPT,
babY!
We chose to build the app as a
one-pager web app with html,
css and lots of javascript. The
web app was fully responsive,
so the game was playable
on all devices: smartphones,
tablets and desktop. To make
the game “feel” like a game we
worked heavily on transitions,
animations, parallax effects and
snappiness. One of the most
challenging things we ever did.
next to that we also created
native applications for iOs and
android to encourage discoverability in the app stores.
The resulTs...craZY!
• A total of 128.790 unique
visitors
• 83% of them played more than
once
• Peaks of 30.000 visits per day
• An average time spent of 35
mins
• The first 3 days 1.8 million
questions were answered
• A total of 30 million questions
were answered in 10 weeks!
• That’s an average of 300 questions per minute with peaks of
45 per second
• 80% of the users used a mobile device to play the game
‘De slimste gemeente’ app
was probably one of the most
popular online quizzes ever in
belgium. it was the golden combination of a great and simple
idea, perfect execution and
decent above the line support
that made this work.
Iab Mixx Awards 2013
BEST IN MOBILE
SILVER
Agency : Boondoggle
Case : Belfius Direct Tablet app
Advertiser : Belfius
With the launch of the belfius
Direct Mobile app, belfius had
set a new standard in mobile
banking. The smartphone app
is like a ‘swiss knife’, bundling
the most important features
belfius customers use on-the-go
(e.g. quick transfer, overview of
balances,…) in a user-centric
and mobile optimized design
and interface.
With tablet use on the rise and
belfius acknowledging the need
of their customers to get more
insight in their financial transactions on mobile, the development of a tablet version was a
logical next step.
The guiding principles behind
belfius Direct Tablet are
basically the same as for the
smartphone app: an intuitive
interface in line with the Os,
beautiful design and simple yet
powerful in use. key features as
the navigation drawer, the quick
transfer button and the tile-view
on accounts were re-used to
create a unified user experience
across the apps. in the approach
however the bigger screen and
more ‘laid-back’ way people
use their tablet was taken into
account.
hence, belfius Direct Tablet
focuses on details, analysis and
personalization. it enables and
facilitates users to dive deeper
into their financials by providing
transactional information in
a detailed list, an interactive
graph as well as an innovative
and scannable visual overview
of income and expenses. Making
a transfer is as quick and easy
as on smartphone but provides
a full overview of all input in one
screen.
The entrance point is a customizable dashboard where various
widgets allow a user to create a
complete impression of his daily
banking products. combined,
these features provide the
belfius customer with a handy
tool to manage his financials
wherever whenever.
The numbers show this
approach pays off. since it’s
launch belfius Direct Tablet
was downloaded 65.000 times.
There are 30.000 regular users
per month with an average of
20 usages per user per month.
and they seem to like it too; out
of approximately 3500 ratings
(google Play and app store
combined) the app receives a
magnificent average of 4,5 out
of 5 stars.
The number of belfius customers using the belfius Direct
Tablet and/or Mobile app grows
with about 450 per day.
by the end of 2013 there will be
130.000 active users. by continuously improving the apps and
with a thought-out expansion
of the available features in the
coming year(s), the future for
the belfius app users is bright.
BEST OPTIMISED WEBSITE
SILVER
Agency : TBWA
Case : The gap in the market
Advertiser : KBC
in today’s economy it’s very
hard to start up your own business. so how could kbc build
up a relationship with future
business owners and become
a good bank in the eye of the
general public?
The plan was to bring those two
groups together and to become
the middle man.
creaTiviTY
some towns have businesses
that other towns unfortunately
don’t. so in every town or city
there are stores missing that
people desperately need.
The gap in the Market finder
tool was created, asking
everyone in the country to tell
us which business they were
missing in their towns. That way
future business owners could
see which kind of businesses
were needed and where. a list
of the most wanted businesses
for every town was put on
thegapinthemarket.be. The rest
of the data came directly from
the people.
use Of inTeracTive MeDia
On local radio stations people
could hear exactly what was
missing in their towns. every
town and city got its own
personalized posters. Online
banners did the same by using
iP-tracking. The windows of
empty stores in popular shopping areas were covered with
messages urging people to go to
the website. and a partnership
with the regional journalists of
het nieuwsblad made it possible
to publish articles specifically
about the needs of every single
town. all media directed to the
website.
resulTs & rOi
The lack of missing local
businesses became a national
issue and it was put on the
political agenda. no less than
171.157 gaps in the market
were reported. That’s an average of 560 reports for every
town or city. almost 1500 fresh
new business ideas were generated as a direct result of this
campaign.
The website was the most
popular database for everyone
looking to start a new business.
This campaign truly changed the
peoples’ perception of kbc bank
and created a positive view on
the future.
Iab Mixx Awards 2013
SILVER
Agencies : Wijs & Nicky Lauwerijssen
Case : Rock Werchter
Advertiser : Rock Werchter
rock Werchter is one of the
most popular musical festivals
in the world, with an almost
larger-than-life reputation. This
calls for a website that can
rock and roll on any device, at
any time, and can handle huge
peaks in traffic.
creaTive aPPrOach
These were the biggest
challenges we faced, and how
we tackled them:
1. MObile
That the website would have
to be optimized for usage on
the go, was obvious: long before rock Werchter, potential
visitors discuss the festival’s
line-up with their friends;
during the festival, visitors
actively consult the website to
see which artists are playing
when and where.
Wijs is a strong believer in
designing from a mobile-first
perspective. first, all content
was mapped so it would
display properly on small
telephone screens. next, we
expanded our design to include
bigger screens as well: tablets,
computer screens, ... responsive design as it should be.
To keep the mobile experience
user-friendly, the main navigation disappears in favor of a
search bar, content blocks are
re-arranged, and slideshows
are scaled down and enhanced
with native touch gestures, e.g.
swiping. as the website would
contain a lot of (big) photos,
we made sure these images
were responsive as well.
2. usable
We knew we would be dealing
with a huge load of information. We anticipated this
exponential content blob by
accommodating our design
and structure accordingly. for
instance, a facet navigation
was implemented, allowing
visitors to quickly digg through
chuncks of content.
To really get the information
architecture right, we used
wireframes. These are brows-
er-based, clickable prototypes.
We also had multiple live-prototyping sessions with the
client to get every last detail
right.
3. Technical
The biggest challenge was
obviously the risk of server-overload. With each new
line-up announcement, the
site had to withstand over
60.000 simultaneous visits. We
worked closely with our hosting partner, Openminds, who
provided multiple servers. in
close communication with the
rock Werchter organisation,
we anticipated peaks in traffic.
During the festival itself, there
was 24/24 support stand-by.
Imagine: thousands of visitors
wanting to access the same
information at the same time,
over the same (slow) connection.
To avoid the first pitfall, we
implemented varnish, a reverse proxy that caches hTTP
requests. and to deal with
the latter problem, i.e. slow
internet connections, we used
Javascript that allows “lazy
image-loading”. in layman’s
terms: pages did not have to
wait for images to load/render.
effecTiveness Of The case
1. MObile usage
More than 20% of the visits
occured on a small screen,
i.e. 15% on smartphones and
7% on tablets. This indicates
responsive design was indeed
the right way to go.
Proof that our mobile-optimized design did not compromize on usability: the average
number of pages viewed / visit
was the same on mobile and
desktop!
2. Traffic sPikes
We were not lying when we
said “huge peaks in traffic”.
see graphic “Traffic spikes”.
Total duration of down time?
0 minutes.
BRONZE
Saatchi & Saatchi Brussels (Enjoy Every Second) & These Days Y&R (Marina)
BEST MULTISCREEN EXPERIENCE
SILVER
Agency : TBWA
Case : The Pepsi Like Machine
Advertiser : Pepsico
sTraTegY
in belgium, Pepsi is a small
competitor compared to coca
cola. Traditionally, both brands
still sample at traffic intersections. however today, this
is not the best way to build a
brand relationship. There’s no
engagement by the costumers, nothing given in return.
Passers-by just get the product
for free. and walk away. end
of story.
in Pepsi’s new ‘live for now’
campaign, we target generation X. We know that 85% of
them has a smartphone.
What if we could combine
traditional sampling, with a
new and innovative way of
collecting data from our target
group? an opportunity to build
a strong relationship thanks to
using facebook.
Take your smartphone, go to
likepepsi.com, connect with
your facebook account and
like Pepsi.
creaTiviTY
Meet the Pepsi Like Machine: a
special built vending machine
that doesn’t accept money,
only facebook likes. Want
a refreshing Pepsi for free?
a few seconds later, a free
can pops out just for you. not
only a great way of sampling,
but also a new medium to
generate consumer relationships.
Iab Mixx Awards 2013
use Of inTeracTive MeDia
firstly, the Pepsi like Machine is the first vending
machine where you don’t
pay with real money, but
with social currency. While
paying with a like, you could
also spread your excitement through a post on your
facebook wall, so all your
facebook friends knew and
became very jealous and
thirsty.
secondly, while waiting before
the machine, you could also get
in a virtual queue to get your
free Pepsi. after liking the Pepsi
facebook page, you only had to
wait until it was your turn.
Thirdly, we invented a new
medium to interact with our
target audience, by linking
the social media platform
facebook with the consumers
personal smartphone and a
vending machine. The very few
who didn’t have a smartphone, could use a built-in
touchscreen to connect.
resulTs & rOi
On average brands spend 65
cents to hand out a sample
by a promo girl and 2 euros to
recruit a facebook fan. a cost
you eliminate with the Pepsi
like Machine. The machine
was first introduced at the
beyoncé concert in antwerp.
On average 3 samples were
distributed each minute.
The magical moment when
you chose your Pepsi and it
automatically drops, made it
fun and engaging.
This world premiere got
coverage on Mashable, The
huffington Post, TnW and over
300 other national and international blogs.
BRONZE
Prophets (Bring the Black Box Revelation back together)
BEST SOCIAL MEDIA CAMPAIGN
GOLD
Agency : Social.Lab
Case : Nutella Jar Creator
Advertiser : Ferrero
The business challenge was
to create an engaging and
personalized activation in order
to build a community, allowing
nutella as a love brand to get
closer to its audience.
The concept allowed facebook
users to customize their jar or
label via an application directly
on the nutella belgium facebook page.
The innovation is that we
are the first agency to allow
facebook users to personalize
their jar/label via a very user
friendly facebook application
(only 5 steps) with the product
at the center of the activation.
The application made use of
the graphical brand assets. The
names and words used for the
personalization of the jar/labels
replaced and were printed as
the brand, combining product
and personalization, enhancing
the proximity between the
brand and the users.
The advertising strategy
consisted of a multimedia approach, starting from facebook
as main medium, enhanced
with YouTube and newspaper
ads, television ads and POs
material, with the product as
protagonist.
as regards facebook ads, different ad formats (asu + PPa),
placements (news feed and
right zone) and many visuals
and copy were combined to
generate awareness around the
activation and to redirect users
to the Jar application, reaching
33% of the belgian facebook
population!
as regards the creative aspect,
we maintained the nutella
graphic brand charter and used
very common belgian names
(ex: Nicolas, Charlotte etc.). In
a second time, we used the
fans’ photos in our advertisings, showing the application’s
finality.
The results in numbers: the
new fans on the facebook page
have demonstrated the performance of the campaign. With
100.000 personalized labels and
2.000 personalized jars, nutella
belgium won almost 160.000
fans (from 10.229 to 170.243
fans).
facebook ads generated
191.008.198 impressions and
195.936 clicks, with a cTr (click
through rate) of 0,103% and a
cPc (cost per click) of 0,11€,
which is very low (in general,
the cPc oscillates around 0,3€
for the food sector). coverage
in printed articles generated
earned media.
according to Page karma, the
nutella belgium page was the
best page in terms of engagement within the entire food
category in belgium. The posts
announcing the activation were
the most engaging posts of
all nutella pages worldwide
tracked by Page karma.
SILVER
Boondoggle (The Challenges: 5th challenge - The women’s stadium box)
BRONZE
TBWA (McDonald’s presents: The Founding Fan)
Why did we have such a good
result? insight was strong; idea
was simple and could potentially reach anyone.
nutella succeeded as a love
brand to create an infatuation
from its fans by offering them
their personalized product, leading to brand ambassadorship
of a mass campaign (people
posted their personalized jars
on various social networks). We
also developed the application
for the netherlands and france.
«As consumers gain more
control over what to share and
which businesses they choose
to engage with, it’s now more
important than ever to deliver
a relevant and consistent
experience. retailers need to
evolve and adopt a different
go-to-market strategy, one that
focuses on delivering to the
individual. We call that personalization.»
BEST SOCIAL MEDIA BRAND
BEST SOCIAL MEDIA BRAND
GOLD
Agency : Boondoggle
Case : The Challenges (De Duiveluitdagingen / Les Défis des Diables)
Advertiser : Royal Belgian Football Association
The communication objectives
were aimed at creating a broad
and intense fan support and
maintaining that support during
every following match, stirring up
the sportive performances.
The red Devils are a national and
public brand. a brand that unites all
fans. but also a brand that has to
be developed and built by each and
every one of them. in order to realise this we have to strike the right
chord with every potential fan.
creaTive sTraTegY
The Devils’ challenges are a
string of fan activities creating an
intense experience and a sense
of cohesion between fans and
between fans and players.
Content wise they have to:
• Be funny and enable strong
visuals;
• Be easily accessible in order to
mobilise massively;
• Show the enthusiasm for the
red Devils.
a campaign that can be shouldered by everyone.
Developing an activating campaign
aimed at the behaviour of the
target group demands a very open
character. each and every fan
must be able to join at any given
moment, thus becoming part of
the campaign himself.
a ThOrOughlY agile caMPaign
The emotional scope of a football
fan is rich and shows itself permanently. almost daily the game itself
has a surprise in store. it’s therefore crucial to conduct a highly
dynamic and flexible campaign,
enabling us to adapt swiftly and
feed it with new and numerous
fan stories.
an open, social digital touch point
strategy supported by fans.
The campaign is fully based on
interaction and participation. The
beating heart of it is the facebook
page. it’s the quintessential
communication hub: it makes the
evolution of the Devils’ challenges
permanently visible through ugc,
partly our own but mostly –and
massively- by the fans themselves. it’s the backbone of our
real-time campaigning strategy
and our overall and daily micro-interactions that enforce the com-
munity’s feeling with the fans.
real-TiMe caMPaigning
a permanent staff (strategist, copywriter, data-analyst, conversation
manager and preditor) rolls out a
real-time campaign during the priority period (more or less 2 weeks
before the game). small as well as
major stories are proactively traced
and reactively shared. via data-analysis (who participates/who
doesn’t), improvisation and ‘lean
and mean’ processing the content
approach grew day by day.
The fan page as a stage to show
the whole scope of fans’ emotions
content wise, the guiding principles were:
• Conversational value is more
important than a high production
value;
• Authentic creativity outweighs
artificial, controlled creativity;
• We choose real-life situations,
nothing is made up;
• No niche content but content
that appeals to each and every
potential fan.
fans that actively participate get
a treat. apart from crucial Pr
activities such as the challenges
and the ‘return favours’ by the
players, Pr moments are almost
permanently created. exceptional
ugc is a constant feeder of press
activity. The media can choose
from a range of interesting stories,
giving them the freedom to do
so as they like. This honest, open
approach created a remarkable
effect: the media themselves
gradually became active fans
themselves.
results (without facebook-and
google advertising media budget)
a continuously growing social-digital footprint, nurtured by very
active fans:
Facebook: fan base of + 118K
Facebook fans https://www.facebook.com/belgianredDevils
Twitter: 17K followers https://twitter.com/belredDevils
YouTube: +4K subscriptions &
more than 1,1M views http://
www.youtube.com/belgianredDevils
Press: massive free publicity for
own content as well as ugc
SILVER
Famous Brussels (Pablo)
BRONZE
MEC (Slow fans, Best engagement !)
BEST CONTENT MARKETING
GOLD
Agency : Head Office
Case : My Renault Content driven Loyalty Platform
Advertiser : Renault
My renault proofs relevant
content can generate sales.
and can be elegantly delivered though creative & smart
usage of not-built-to-builtwebsites-on-crM-software
(salesforce)
1. sO WhaT is MY renaulT?
www.myrenault.be
an online loyalty platform with
customized content for specific renault models and their
current mileage, creatively
developed on salesforce.
TargeTs
• All private Renault owners in
belgium.
• Average age: 51
• My Renault targets mainly
existing customers, but is
partly accessible to not logged
users & users without a registered car.
MarkeTing PrObleM
• 2010: automobile crisis In
europe
• As selling more new cars is
Iab Mixx Awards 2013
more difficult, optimising after
sales and retention strategy
increases
• Renault had a load of
database knowledge on their
clients, but kept on sending 1
message to all…
sOluTiOn
• A Content Driven Loyalty
Program based on car model
and the mileage
• Monthly E-mails drive to
the portal where you can see
history and next steps for your
car maintenance and content
& coupons adapted to your
vehicles needs.
• Activation via Facebook (tab
& regular posts that refer to
the websites public space)
a 2’ suMMarY?
We know it’s not allowed, but
this case can’t be canned in
500 words. it’s just too sophisticated… so please, we kindly
dare to ask to click and see
what happens ;) We’d be very,
very grateful to tell the whole
story.
https://www.facebook.com/photo.
php?v=10151588119235758&set=vb.111960558892290&type
=3&theater
2. sTraTegY
The automobile sector is in
crisis and new cars require
less maintenance. retention is
increasingly important.
belgian cars last for about 7
years. 95% of this time is spent
using the car, not thinking
about repurchase. it is therefore vital to remain closely
involved with all the cars that
leave the dealers. My renault
aims to keep a perfectly-maintained renault fleet on the
road.
not every renault driver does
the same number of kilometres
and not every engine experiences wear and tear in the
same way. not everyone drives
with the same purpose. There
is no point in just showering
with generic information. a fully digital programme ensures
greater and faster access to
data-gathering so that we can
fine-tune even more effectively.
3. creaTiviTY
Maintaining interest with 1
message
The real starting point of
this campaign was having an
efficient strategy. We came up
with a carefully thought-out
system, tailored towards continuous conversion, with exclusively functional creativity.
• Maintaining interest with 1
message: update your mileage
(always showing the advantages of doing so in a different
way)
• Less is more: ingenious
usability, dedicated copy, eyetracking design
• The right choice of platform:
the existing salesforce-crMtool and technically converting
it into a highly-effective frontend tool
• A perfect content mix: localized tips&tricks on car usage
and maintenance, lifestyle
articles, content curation,
interactive content, personal
advantages
4. resulTs
Objective My renault 20112013 vs.2010 (old loyalty
programme)
-costs -11%
+targeted contactmoments/
year 1,125,262 60,371
-costs/contact € 0.35 € 1.5
+visit garages/year +20.12% +volumes for garages +25.34%
+volumes for maintenance
+31% + salesorders MYr vs non-MYr
+24% Or e-mails
(IAB-Benchmark: 29.5%)
59.48% cTr e-mails
(IAB-Benchmark: 6%) 31.77% stunning rOi 450% -
SILVER
Rabobank.be (Financial knowledge)
BRONZE
(Bru turns every meal into an enjoyable moment)
BEST WEBDESIGN
SILVER
Agency : Wijs & Nicky Lauwerijssen
Case : Rock Werchter
Advertiser : Rock Werchter
rock Werchter is one of the most
popular musical festivals in the
world, with an almost largerthan-life reputation. This calls for
a website that can rock and roll
on any device, at any time, and
can handle huge peaks in traffic.
creaTive aPPrOach
These were the biggest
challenges we faced, and how
we tackled them:
1. MObile
That the website would have
to be optimized for usage on
the go, was obvious: long before rock Werchter, potential
visitors discuss the festival’s
line-up with their friends;
during the festival, visitors
actively consult the website to
see which artists are playing
when and where.
Wijs is a strong believer in
designing from a mobile-first
perspective. first, all content
was mapped so it would display
properly on small telephone
screens. next, we expanded
our design to include bigger
screens as well: tablets, computer screens, ... responsive
design as it should be.
To keep the mobile experience
user-friendly, the main navigation disappears in favor of a
search bar, content blocks are
re-arranged, and slideshows
are scaled down and enhanced
with native touch gestures, e.g.
swiping.
2. usable
We knew we would be dealing
with a huge load of information. We anticipated this
exponential content blob by
accommodating our design
and structure accordingly. for
instance, a facet navigation
was implemented, allowing
visitors to quickly digg through
chuncks of content.
as the website would contain
a lot of (big) photos, we made
sure these images were responsive as well.
To really get the information
architecture right, we used
wireframes. These are browser-based, clickable prototypes.
Iab Mixx Awards 2013
We also had multiple live-prototyping sessions with the
client to get every last detail
right.
3. Technical
The biggest challenge was
obviously the risk of server-overload. With each new
line-up announcement, the
site had to withstand over
60.000 simultaneous visits.
We worked closely with our
hosting partner, Openminds,
who provided multiple
servers. In close communica-
tion with the Rock Werchter
organisation, we anticipated
peaks in traffic. During the
festival itself, there was 24/24
support stand-by.
Imagine: thousands of visitors
wanting to access the same
information at the same
time, over the same (slow)
connection.
To avoid the first pitfall, we
implemented Varnish, a reverse proxy that caches HTTP
requests. And to deal with
the latter problem, i.e. slow
MOST PROMISING AGENCY
MOST PROMISING AGENCY
AGENCY OF THE YEAR
TBWA
ADVERTISER OF THE YEAR
KBC
internet connections, we used
Javascript that allows “lazy
image-loading”. In layman’s
terms: pages did not have to
wait for images to load/render.
mized design did not compromize on usability: the average
number of pages viewed / visit
was the same on mobile and
desktop!
Effectiveness of the case
2. Traffic spikes
We were not lying when we
said “huge peaks in traffic”.
See graphic “Traffic Spikes”.
Total duration of down time?
0 minutes.
1. Mobile usage
More than 20% of the visits
occured on a small screen,
i.e. 15% on smartphones and
7% on tablets. This indicates
responsive design was indeed
the right way to go.
Proof that our mobile-opti-
The written brief social
The written brief web
Business challenge