Advertiser: DEXIA
Product/Service: DEXIA BANK
Agency: BOONDOGGLE
Head Of Marketing Communications/Head Of Brand Management: Caroline Lambert/Dirk Schyvinck (Dexia)
Creative Directors: Stef Selfslagh/Vincent Jansen (Boondoggle)
Creative Team: Willem De Geyndt/Wouter Pardaens (Boondoggle)
Client Serivces Director: Inge Vander Velpen (Boondoggle)
Account Directors: Sofie Hendrickx/Flup Coppens (Boondoggle)
Account Managers: An Deroost/Sofie Jossart/Lore Peersman (Boondoggle)
Project Manager: Bart Vermijlen (Boondoggle)
Strategy Director: Peter Verbiest (Boondoggle)
Strategic Planner: Louis Ingelaere (Boondoggle)
Design Director: Jonas Verheijden (Boondoggle)
Designers: Nancy Vanoppen/Sven Thierie/Isabelle Salon (Boondoggle)
Creative Technologist: Nikolas Sterck (Boondoggle)
Developers: Simon Otten/Hans Dreesen/Damiaan Peeters/Niels Dehaes/Jelle Vuyl (Boondoggle)
Print Producer: Carina Hölscher (Boondoggle)
TV/Radio Producer: Doris De Smet (Boondoggle)
Film Director: Willem Gerritsen (Czar)
Film Producers: Eurydice Gysel/Sam Buyst/Saskia Verboven/Birgit D’hondt (Czar)
Post-Production: Nozon (Nozon)
Radio Director: Raf Debraekeleer (Cobra Radio Brewery)
Music: Massive Music (Massive Music)
Media placement: TV Campaign - 7 Spots (1x60", 1x30", 5x10") - Belgian TV Channels: VTM, VT4, VijfTV, 2BE, Vitaya, RTL-TVi, AB3, La1, La2, Club RTL, Plug RTL - 12/09/2011
Media placement: Radio Campaign - 5 Spots (2x20", 3x30") - BE Radio Channels: Radio1, Radio2, JOE FM, Q Music, MNM, StuBru, Bel RTL, Contact, Nostalgie, Fun - 12/09/2011
Media placement: Banner Campaign - 4 Banners (2xIMU, 2xLeaderboard) - Belgian Websites: Standaard.be, HLN, De Morgen, MSN, Knack, Skynet, Immoweb, 7sur7, Le Soir, LaLibre - 12/09/2011
Media placement: Cinema Campaign - 70" Spot - Belgian Cinemas (4 Weeks) - 12/09/2011
Media placement: Print Campaign - Belgian Magazines & Newspapers: Knack, Vif, Standaard, Nieuwsblad, La Libre, Dernière Heure - 12/09/2011
Media placement: Newspaper Supplement - Belgian Newspapers: De Standaard, Het Nieuwsblad, La Libre, La Dernière Heure - 26/09/2011
Media placement: Website - Online Platform For The New Family Plan - 12/09/2011
Media placement: Posters - Posters In Belgian Dexia Branches - 12/09/2011
Media placement: Vivabox - 3 Gift Boxes - 3 Special Gift Boxes ("Chapeaubox) For Singles, Single Parent Families And Reconstituted Families - 12/09/2011
Describe the objective of the promotion.
Society has changed. Traditional families are no longer the only way of living. 8% of families has a single mum or dad, 1 child in 10 lives in a reconstituted family, and 1.5m Belgians are single! But most banks act as if nothing has changed since the seventies. Dexia Bank wanted to be the first bank to acknowledge the existence of unconventional families.
Describe how the promotion developed from concept to implementation.
We did consumer tests in April and when they were positive, we launched a New Family Survey in June. With the results we created products and redesigned existing ones to fill in the needs of non-traditional families.
Three months later we had a complete package of tools and benefits and products. Mid-September we launched a national campaign (1 month TV ads, 2 weeks radio and 1 big 4-page print insert.) Central in this campaign is the online platform (www.dexia.be/newfamilyplan). They all led to the online platform that gave information, fuelled discussions and proposed solutions.
Explain why the method of promotion was most relevant to the product or service.
By not only 'saying' we were there for unconventional families (TV / radio commercials), but 'proving' it with new services (online discussion platform) and products (gift boxes), we really helped those new families forward.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Next to the success of the New Family Plan website – which was visited over 36,521 times in only 2 weeks – the campaign had a lot of attention in the national press. Not only talking about Dexia being the first Belgian bank to choose this approach, but also acknowledging the importance of the subject during these times of change.