Martini: THE KING'S SPEECH

Credits & Description:

Category: Best Use of Screens

Advertiser: BACARDI MARTINI

Product/Service: MARTINI BRUT

Agency: FAMOUS BRUSSELS

Date of First Appearance: Dec 17 2010

Entrant Company: FAMOUS BRUSSELS, BELGIUM

Entry URL: http://www.toputourworkon.com/cannes/thekingsspeech

CREATIVE DIRECTOR: TIM DRIESEN (FAMOUS BRUSSELS)

CREATIVE DIRECTOR: JOERI VAN DEN BROECK (FAMOUS BRUSSELS)

CREATIVE DIRECTOR: CHRISTOPHE GHEWY (FAMOUS BRUSSELS)

INTERACTIVE DIRECTOR: JONATHAN DETAVERNIER (FAMOUS BRUSSELS)

ART DIRECTOR: TOM JACOBS (FAMOUS BRUSSELS)

COPYWRITER: IWEIN VANDEVYVER (FAMOUS BRUSSELS)

INTERNET DEVELOPMENT: BERT VERMEIRE / KARL LEENKNEGT (FAMOUS BRUSSELS)

INTERNET DESIGN: PIETER NIJS (FAMOUS BRUSSELS)

PROJECT MANAGER: ARNOUT EVERAERT (FAMOUS BRUSSELS)

ACCOUNT DIRECTOR: MIEKE VAN DE GEHUCHTE (FAMOUS BRUSSELS)

ACCOUNT MANAGER: MARIEKE MICHILS (FAMOUS BRUSSELS)

Media placement: Email - Internet - 17/12/2010

Media placement: Microsite - Internet - 21/12/2010



Insights, Strategy & the Idea

Everybody goes shopping for their Christmas dinner.

So Martini Brut needed to be top of mind.



Creative Execution

Each year, the King of Belgium gives his Christmas speech on national television.

The whole nation is watching at that moment. Especially this year in which Belgium went through a serious political crises.

5 days before the event, Martini launched a website

called Will the king say 'party'?

where you could guess if and when the King of Belgium

would use the word 'party' in his Christmas speech.

The person closest to the exact moment, wins a bottle of Martini Brut every week for a whole year.





Even the Royal Court got aware of our action, so we were afraid that the King would avoid the word 'party'. But he didn't.

The King spoke the word 'party' at exactly... 8 minutes, 55 seconds and 72 hundredth of a second



Results and Effectiveness

The action ran for 5 days. 22,000 people participated.