In Belgium, fashion chain C&A has run inside its stores a guerrilla marketing campaign to support Unicef. The initiative, created by Publicis Belgium, aimed at collecting money for the young victims of the recent terrible earthquake in Pakistan. As you can see from the pictures below, as series of clothes made out of Pakistani newspapers were hung around the store, featuring the message: “Is this the only thing homeless Pakistani children will wear this winter? Help them with a gift at the pay desk“. [via Houtlog]
Belga, Belgian Press Agency is online with a curious campaign to understand what’s people’s idea of Belgium. On Piclala.be visitors are invited to submit their photos interpreting the Belgium concept. The top ten pictures will win one night (only one???) stay in a Belgian hotel. It’s definitely an attempt to take advantage of user generated content to create some buzz around Belga’s service but they didn’t put much effort in it. [via Marketingfacts.nl]
Check out this viral video by Durex and Humo (a Belgian magazine). It’s brilliant!
Duval Guillaume for Association Nationale des greffés cardiaques et pulmonaires (ANGCP), Belgium.
Eurostar has started podcasting to its Brussels-London connection. “The London Tapes” are a mix of information on London presented by a popular Belgian radio presenter, Wim Oosterlinck. The podcast, which is available only in Dutch, is promoted on the Xperience website also presenting the “making-of” video. Hypervision is the agency behind the branded entertainment idea. [Thanks to Bert for the hint]
From Belgium an online blood analyzer… If you want to see how it works, enter your name and email address after clicking on “pieger un ami” (yeah, it’s complicated understand how the see the site’s content, but this actually is just a landing page). The viral video is a teaser to promote BubbleClub which is a new dancing, the rest of the campaign will be unveiled next week. The agency Bytheway created the concept while Carlsberg (the beer) is sponsoring it, and I really wonder what’s the value for them of such campaign. Bytheway surely did a much better job with the Ugly Duck campaign.
Another smart viral campaign from Belgium, with offline marketing integrated with online and mobile. Virgin Express has launched Festival Buddy, allowing Belgian music fans to win free flights. This is how the idea works: you sign up via SMS or online and you’re immediately sent an SMS with your “buddy word”. Then you go to one of the music festivals sponsored by Virgin Express and you look for someone with same buddy word. If you find him/her, go together to the Virgin Express stand and you’ll receive a free flight each. Smart, isn’t it? The agency behind this campaign, Duval Guillaume, say nearly 20,000 people have already entered the competition. And the buzz is spreading: people are looking for Festival Buddies through blogs, forums and IM, and a guy has even set up a website to find him.
In Belgium Clerasil has launched a rather disgusting viral campaign to promote its products against pimples. Luc and Sara star in the “In your face” video. They’re two (idiot) teenagers full of pimples, because the don’t use Clerasil, who have to be punished by the public. Young users visiting the Clerasil.be site are presented with series of possible punishments to choose. The most voted option will be featured in the video the following week. The initiative lasts three weeks and allows voters to win a wide range of prizes. The campaign has been created by Axes2, the digital division of McCann-Erickson Belgium (good to see their latest news is dated October 2004…) [News via Digimedia]
DAD, probably the top Belgian agency has become part of the Lost Boys network. DAD is being sold by Belgacom, its majority owner since 1997. Belgacom had a 85% share in DAD. The acquisition of DAD will be completed with a combination of cash and shares. With this acquisition, Lost Boys are going rule the Belgian online advertising market, as Robert Pickering, CEO of LB Icon confirms: “Combined with our other Belgian subsidiary Winsome, acquired in March 2004, we now are the no.1 player in the Belgian market for digital marketing and technology solutions“.
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