Radio 1: THE PEANUT EXPERIMENT

Credits & Description:

CLIENT RADIO 1
PRODUCT RADIO 1 - THE WEEK OF EDUCATION
ENTRANT MORTIERBRIGADE BRUSSELS, BELGIUM
TYPE OF ENTRY DIGITAL & SOCIAL
CATEGORY USE OF SOCIAL IN A PR CAMPAIGN
TITLE THE PEANUT EXPERIMENT
PRODUCT/SERVICE RADIO 1 - THE WEEK OF EDUCATION
ENTRANT COMPANY MORTIERBRIGADE BRUSSELS, BELGIUM
ADVERTISING AGENCY MORTIERBRIGADE BRUSSELS, BELGIUM
ADVERTISING AGENCY 2 VRT BRUSSELS, BELGIUM
PRODUCTION COMPANY CAVIAR BRUSSELS, BELGIUM
JENS MORTIER/JOOST BERENDS/PHILIPPE DE CEUSTER MORTIERBRIGADE CREATIVE DIRECTOR
SAM SISK/ELS LAGROU/KARSTEN DEKKERS RADIO 1 CLIENT
KWINT DE MEYER MORTIERBRIGADE CREATIVE
WILLEM DE WACHTER MORTIERBRIGADE CREATIVE
CHARLOTTE CODDENS MORTIERBRIGADE BUSINESS DIRECTOR
NATHALIE BLOMME MORTIERBRIGADE AGENCY PRODUCER
AUDREY DIERCKX CAVIAR PRODUCER
TOM WILLEMS CAVIAR DIRECTOR
VINCENT D' HALLUIN MORTIERBRIGADE STRATEGY
VRT RADIO PRODUCTION
The Campaign
Right before the start of the new school year Radio 1 wanted to open the discussion about the quality of the Belgian education system. To do this, we created a challenge based on a scientific test for animals from the Max Planck Institute for Anthropology. Immediately the discussion took off Even the Education Minister got involved The campaign was widely spread ‘Radio 1 goes to school’ became one of the most discussed and most listened-to Radio 1 broadcasts ever. Recorded results: - +220,000 shares - + 40,000,.000 people reached - + 10% Facebook fans within one week Or how one single peanut can induce a lot.
The Brief
Discuss the Belgian Education System.
Results
The campaign was widely spread ‘Radio 1 goes to school’ became one of the most discussed and most listened-to Radio 1 broadcasts ever. Recorded results: - +220,000 shares - + 40,000,.000 people reached - + 10% Facebook fans within one week Or how one single peanut can induce a lot.
Execution
Immediately the discussion took off Even the Education Minister got involved
The Situation
Right before the start of the new school year Radio 1 wanted to open the discussion about the quality of the Belgian education system.
The Strategy
To do this, we created a challenge based on a scientific test for animals from the Max Planck Institute for Anthropology.
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