Studio Brussels: UNHAPPY BIRTHDAY

Credits & Description:

Category: Best Integrated Campaign Led by Promotion and Activation

Advertiser: STUDIO BRUSSELS

Product/Service: MUSIC FOR LIFE

Agency: MORTIERBRIGADE

Creative Director: Jens Mortier/Joost Berends/Philippe de Ceuster (Mortierbrigade)

Art Director: Sebastien de Valck (Mortierbrigade)

Copywriter: Arnaud Pitz (Mortierbrigade)

Planner: Vincent D’Halluin (Mortierbrigade)

Agency Producer: Patricia van de Kerckhove (Mortierbrigade)

Graphic Designer: Laurent Lejeune (Mortierbrigade)

Client: Peter Claes/Jan van Biesen/Gunther van Acker (VRT)

Media placement: Film 'unhappy Birthday' - Één / Canvas - 1 December 2011

Media placement: 2500 Tombstone Toilets - 2500 Public Toilets - 1 December 2011

Media placement: Baby Rompers - Baby Day Care Centers Belgium - 1 December 2011

Media placement: Child In The Mirror Stunt - Event Hall - 15 And 16 December 2011

Media placement: Child In The Mirror Film - Één / Canvas - 18 December 2011

Media placement: Final Event - Groenplaats, Antwerp - 24 December 2011



Describe the objective of the promotion.

Music for life, the yearly charity event organised by radio station Studio Brussels and the Red Cross, focused this year on diarrhoea.



Diarrhoea kills 1.5m children every year. It is the biggest cause of death among children between 0 and 5 years old. The objective was to promote the event and activate young and old over a period of 3 weeks to respond with donations.



Describe how the promotion developed from concept to implementation.

The general message in the integrated campaign was:



“Not every child is fortunate enough to turn 5. Diarrhoea is the world’s No.1 cause of death among children between 0 and 5 years old. Support Music for Life.”



We confronted the Belgian people with the theme and a call to action on TV, in public toilets, in children’s day care centres, online, and via stunts and events.



Explain why the method of promotion was most relevant to the product or service.

We confronted Belgians with the theme ‘diarrhoea’ in relevant places in their daily lives, and asked them to engage and respond with donations.



Describe the success of the promotion with both client and consumer including some quantifiable results.

All these actions engaged the Belgian people and activated them to help.



The response:



Music for Life was bigger than ever.

The Belgian people raised €7,142,716 over a period of only 3 weeks.

42% more than last year’s record.