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Van Echelpoel goes... Mannaaoût 2017
Van Echelpoel goes... Manna
Manna is a fast moving, family-owned business that has been producing divine pasta sauces and condiments since 1935. The brand focuses on great taste, quality of the ingredients and convenience with families being their main target audience.
Manna is well known for its qualitative range in which it tries to use the best products – from Italian tomatoes to Belgian beef. But how do we get this message across to future generations? How do we create awareness and likeability with students or young parents who don’t have the time to watch TV?
Following the Best performing video Award 2017 we won at the Digital Marketing Awards, the challenge was on to create another campaign that would draw attention and position Manna as a fun and challenging Belgian FMCG brand.
What was our strategy?
In times when fake news andv hacking seem to be the hot topics, we decided to use these elements in our next campaign. To create the buzz we were looking for, we decided to hack the newest video of popular Belgian band Van Echelpoel. Van Echelpoel was with his first single ‘Ziettemdoen’ (local slang which could be translated to ‘check ‘m out’). We decided to hack his second single ‘Waddistjom’ (‘what's your problem?’) in which people call him to get the party started.
In this song you can call “Jef" (being his first name). We changed it into “chef", being the guy you can give a call when you’re hungry. We launched the video via a special FB page we called 'Belgisch Gehackt’. You can see the result of the hacked video here. Only after one week we reached 47% of our target group via social media (with a minimum media spent). The hacked video was picked up by the media; giving it an extra buzz.
Why are we so proud of this project?
Once again we managed to create a playful campaign that was liked by our client and target group and was picked up by the media. We had lots of fun during the making and managed to get a very popular music artist to perform in our campaign. The result: a cheque of €20.000 we could hand out to a good cause ‘Clini Clowns’.
A new song, a new hoax and once again Manna being the brand that entertained and surprised our consumers and future generations with a modest budget, using social media and video.
Rode Neuzen Dag - Silver Effie 2016juin 2016
Rode Neuzen Dag - Silver Effie 2016
FLEXUS likes to focus on getting results. In june 2016, the agency was presented with a Silver Effie Award, in recognition of its work. The Red Nose Day case and charity campaign organised by VTM, Qmusic and Belfius both earned high praise on all fronts.
Effie jury member, Mira De Maeyer, Marketing Director Belgium at Danone, summed it up as follows: “This case is a gem from many points of view. It was beautifully presented and meticulously written – and even more importantly - positively oozing with effectiveness, in terms of both commercial and communication results.”
For the first edition of Red Nose Day, VTM, Qmusic and Belfius wanted to bring about a real change and break through a taboo. By using the ‘Laughing Helps’ baseline and a clever balance between humour and seriousness, FLEXUS created a universal language, in order to bring mental health issues among young people out into the open and make them easier to talk about. The campaign itself succeeded in doing this with panache and generated €2 million of free press, which helped spread the message further.
Lightning-quick brand development
The new Rode Neuzen Dag (Red Nose Day) brand, which has rocketed from 0% to 87% brand recognition in the space of just 6 months, provided a boost for the brand perception of VTM and Qmusic, which have immediately become the 2nd and 3rd most socially committed media brands in Flanders. Mira De Maeyer: “Red Nose Day has succeeded in expanding the market for fundraising – without interfering with other existing initiatives by competitors/colleagues. Red Nose Day now stands out as a brand in its own right and has generated recognition in lightning-quick time, while highlighting the issue of young people with mental health problems.”
COMEDY CLASSICSnovembre 2014
The campaign COMEDY CLASSICS is a Warner Bros.Product: DvdsAgency: Leo Burnett BrasilCountry: BrazilCategory: Records, CDs, DVDs & Cinema advert, born from the union between Leo Burnett Brussels (based at Ville de Bruxelles - Stad Brussel, Belgium) and Time Warner Inc. in 2009. This campaign is known in the marketing & communication market for Print, Commercials Archive, Cinema Production, Records, CDs, DVDs, Warner Bros. Adverts.
Medicura is een een onafhankelijke onderneming die actief is sinds 1946 in mobiliteit, bandagisterie, orthopedie, schoenen en thuiszorg. In hun winkels en op hun website vinden gebruikers een uitgebreid gamma aan hulpmiddelen die het leven aangenamer & comfortabeler maken.
Medicura contacteerde ons met de vraag of MENTALL hun nieuwe website wilde bouwen. Bij de start van dit project namen wij, zoals gebruikelijk hun huisstijl onder de loep. Niet veel daarna voegden we aan de bestaande kleuren (roze & zwart) een hele reeks andere kleuren toe.
Naast hun nieuwe website ontfermde MENTALL zich over Medicura’s roll-up banners, tafelruiters, brochures, Facebook-campagnes,… en ga zo nog maar eventjes door. Ook hun camionette verloren wij niet uit het oog. Direct mailing? Voor Medicura doen wij dit nog steeds!
Campagne "Plug Mobile"novembre 2016
Campagne "Plug Mobile"
Plug Mobile nous a confié la mise en place d’un concept viral afin de créer le buzz marketing et attiser la curiosité d’un groupe cible 20 et 24 ans. Nous avons lancé la campagne « Change ta vie » invitant les participants à se mettre dans la peau de leur personnage favori. Relayée dans les différents points de ventes et sur Facebook, l’action s’est déroulée en trois rounds.
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