Advertiser: TRUVO GOLDEN PAGES
Agency: HAPPINESS BRUSSELS
Category: Best Use of Integrated Media
Advertising campaign: VALENTINE
Agency Producer: Bart Vande Maele (Happiness Brussels)
Executive Creative Management: Dominique Van Doormaal (Happiness Brussels)
Roselyne Collart: Copywriters (Happiness Brussels)
Executive Creative Management: Karen Corrigan (Happiness Brussels)
Account Team: Nejwa Jacobs (Happiness Brussels)
Content/Strategic Planner: Joris Joosten (Happiness Brussels)
Account Team: Julie Bastin (Happiness Brussels)
Concept Provider: Karel De Mulder (Happiness Brussels)
Concept Provider: Usman Abdul (Happiness Brussels)
Philip Vandenberghe: Copywriters (Happiness Brussels)
Account Team: Hans Smets (Happiness Brussels)
Photographer: Jean-Francois Dewitte (JF28)
Graphic Design: Jeremy Vandenbosch (Happiness Brussels)
Mathieu Cardon: Copywriters (Happiness Brussels)
Strategy
Yellow Pages launched a new App: “A Table” where you can browse restaurants near-by, search by name or localisation, read and write reviews and make bookings. Launched in December 2012 it has already been downloaded more than 50.000 times.Valentines was coming up, this was the perfect occasion to highlight the other features of this great App. Via push notifications one can select their own important dates not to forget, Birthdays, Wedding Anniversaries, but also Valentines day.Men always seem to forget, or remember Valentines at the very last moment.
Effectiveness
The action proved its effectiveness. In less than a weeks time the app was downloaded more than 25.000 times.
Execution
The campaign was supported by print adverts in lifestyle magazines and posters posted in both men’s and ladies’ rooms in bars and restaurants across Belgium; the men were reminded about Valentine’s Day and invited to download the “A Table” app; the women are tipped off about the reminder, quashing any possible excuses of Valentines amnesia. The men were informed that their spouses also got the message.In radio we targeted both men and woman via typical radio stations.The men were pushed to download the app via 4 consecutive 30 second radio spots aired across five Belgian radio stations. In the meantime women were brought up to speed telling them that we were urging the men to download the app.To make it even easier for the guys we activated the radio spot with Shazam.