Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: VRT
Product/Service: KETNET TELEVISION CHANNEL
Agency: BOONDOGGLE
Marketing Co-ordinator, VRT/Net Manager, Ketnet: Sibylle de Backere/Catherine Castille (VRT)
Creative Director: Vincent Jansen (Boondoggle)
Creative: Thomas de Vreese/Merel Van Den Broeck (Boondoggle)
Design Director: Jonas Verheijden (Boondoggle)
Design: David Prinsmel/Sven Verfaille/Sven Thierie (Boondoggle)
DTP: Bernard Hermant/Vito Latorrata (Boondoggle)
Strategic Director: Peter Verbiest (Boondoggle)
Strategic Planner: Steven Janssens (Boondoggle)
Account Team: Eva de Gendt/Wim Robberechts (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Print Producer: Carina Hölscher (Boondoggle)
Multimedia Developers: Bart Geukens (Boondoggle)
UX Design: Hans Dreesen (Boondoggle)
Technical Developers: Steven Oeyen/Bart Plessers/Vincent Depoortere (Boondoggle)
System Adminstrator: Jo Aerts (Boondoggle)
TV Production: VRT (Boondoggle)
Special Effects: Grid (Boondoggle)
Director: Dries Vos (Boondoggle)
Media placement: Online Tool - Online Tool On The Ketnet Website Where Kids Could Change Their Own Head In A Moving Box - 5/04/2012
Media placement: TV Spot (3 Spots, 1x 45", 2 X 20") - TV Spot Aired On National Television Channels Één, Canvas And Ketnet - 11/04/2012
Media placement: Print Ads - National Newspapers & Magazines; F.ex. De Morgen, De Standaard, Het Nieuwsblad, Humo, Flair, Story.. - 13/04/2012
Media placement: Outdoor Billboards - 140 Billboards In Several Flemish Cities Announced The Big Day When Ketnet Was Moving - 18/04/2012
Media placement: Poster - Kids Could Get A Free Poster At Several Local Post Offices And In Some Educational Magazines Or Jus - 23/04/2012
Media placement: TV Shows On Ketnet - Ketnet Presenters Started To Announce The Live Show On May 1st When Ketnet Was Moving. - 11/04/2012
Media placement: Radio Spot (3 Spots) - Radio Spots On VRT Radio Stations: Radio 1 , Radio 2, MNM, Stubru - 14/04/2012
Media placement: Banners - Banners On Flemish Websites: Sporza.be, Ketnet.be, Radio1.be, Mnm.be,... - 14/04/2012
Describe the brief/objective of the direct campaign.
Ketnet is the biggest television channel for kids in Flanders (Belgium). For 15 years, every kid in Belgium could find Ketnet on 'channel 2'. Due to changes in the media landscape, Ketnet had to move to another channel. And even worse: this new channel was different for every household, depending on whether they watched digital or analogue TV. The objective of this campaign was first of all, to let everybody in Flanders know about the fact that Ketnet would move to another channel and secondly, that after ‘the move’, Ketnet could obtain their market share.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of creating a traditional media campaign, we did exactly what everyone does when he moves: we asked all Ketnetters to help us move. And we asked them to move with us... literally… from the old channel to the new channel. First, all Ketnetters could change themselves into a virtual moving box on the Ketnet website. 1,000 of these virtual boxes were printed into real boxes and placed in the Ketnet studio. After 2 weeks, we let all the Ketnet heroes literally move all of these boxes from the old channel to the new channel. Literally. And LIVE on television.
Explain why the creative execution was relevant to the product or service.
We created 2 different live-shows of 2 hours each, broadcast live and simultaneously on the old and the new channel. By zapping from the old channel to the new channel, you could literally see all your Ketnet heroes move hundreds of moving boxes. A few moments after they ‘left’ the old channel… you could zap to the new channel… and watch them ‘arrive’ with their moving box. After 2 hours of live entertainment, all Ketnet heroes and all moving boxes were moved to the new channel. Or in other words: Ketnet was literally moved.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The ‘channel grid’ shows the percentage of viewers per channel and per minute. This grid shows the 2 hour live show reached more than 50% of the Flemish viewers in that moment. The grid also shows that during the live show, viewers constantly zapped from the old Ketnet channel to the new Ketnet channel. But what’s even more interesting is the fact that immediately after the live show, 91% of all Ketnet viewers watched the next show on the new channel. In other words: they moved with Ketnet to the new channel… and they stayed there.