IMC European Awards 2012 BELGIUM PUB, Mechelen, 22nd November 2012

Thanks to our host today

Thanks to the Belgian Jury members Jonas De Cooman – Coca Cola Europe Nathalie Edmanis – Mc Donalds Jan Beckers – Pepsico Philippe Warzee – Pub magazine Sandrine Dicop – Air Stephan Smets – Engage BBDO

entries (best national cases in every country) Ireland: 11 nominations Belgium: 9 nominations The Netherlands: 8 nominations Czech Republic: 5 nominations Spain: 4 nominations UK: 4 nominations Germany: 2 nominations France:2 nominations Mexico: 1 nomination Some figures

BELGIUM

NOMINEES AgencyCampaignClientCategory LDV UnitedDinnertimeCome a casaIntegrated Communication LDV UnitedDinnertimeCome a casaDirect 1:1 Communication & Digital LDV UnitedDinnertimeCome a casaInnovative Idea or Concept LDV UnitedDinnertimeCome a casaBrand-building ProphetsA Phygital tour of the MASToerisme Vlaanderen & Stad AntwerpenIntegrated Communication ProphetsA Phygital tour of the MASToerisme Vlaanderen & Stad AntwerpenInnovative Idea or Concept ProphetsA Phygital tour of the MASToerisme Vlaanderen & Stad AntwerpenBrand-building ProphetsA Phygital tour of the MASToerisme Vlaanderen & Stad Antwerpen Product Launch/Relaunch/Trial campaigns ProphetsA Phygital tour of the MASToerisme Vlaanderen & Stad AntwerpenDirect 1:1 Communication & Digital

Categories: 1. Direct 1:1 Communication & Digital 2. Innovative Idea or Concept 3. Brand-building Agency: LDV United Campaign name: Dinnertime Client name: Come a casa BRONZE

Objective: •Increase brand awareness of Come a casa •Improve score on the following image items: - Come a casa is served with great pleasure to family and friends - Come a casa brings family and friends together Strategy: •Come a casa will help parents to get their children around the dinner table •Launch a consumer generated content campaign that allowed parents to call their children to the table on national TV •Parents had to visit comeacasa.be and record their own TV commercial to call their children to dinner Results •In 2 weeks, over TV commercials were uploaded • unique visitors on the website •Brand awareness increased •In 2011, the brand was perceived as trustworthy (34% to 43%) and being of high quality (29% to 37%) Campaign Summary

Category: Innovative Idea or Concept Agency: Prophets Campaign name: A Phygital tour of the MAS Client name: Toerisme Vlaanderen & Stad Antwerpen Brand name: MAS BRONZE

Campaign Summary Objective: •Need for an activation campaign •Create resonance through the neighbouring countries such as France, Germany, the UK and the Netherlands •Familiarise the target audience with the MAS concept and the content •Broad spectrum distribution of the MAS name Strategy: •The heart of the Antwerp art collection in one single space •People had to be given a taste of a real museum visit as an online experience out-of-home •A rumour was generated that the MAS is a must-see museum with a strong focus on the live presence aspect Results •1 million online readers •10,000 addresses •5,000 took the tour •100,000 website visitors •1 million Twitter followers

SILVER Category: Integrated Communication Agency: LDV United Campaign name: Dinnertime Brand name: Come a casa

Categories: 1. Direct 1:1 Communication & Digital 2. Integrated Communication 3. Brand-building Agency: Prophets Campaign name: A Phygital tour of the MAS Client name: Toerisme Vlaanderen & Stad Antwerpen Brand name: MAS SILVER

Category: Product Lauch/Relaunch/Trial campaigns Agency: Prophets Campaign name: A Phygital tour of the MAS Client name: Toerisme Vlaanderen & Stad Antwerpen Brand name: MAS GOLD