The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
THESE DAYS & FEDERAL GOVERNMENT BELGIUM
PLUCK A PRIZE / ECOLABEL
Best Environmental Website, Best Government Website
The Ecolabel is a European label that is granted to eco-friendly products. It acts as a beacon for people who want to shop environmentally conscious. The problem is that nobody knows the logo. Our campaign needed to make the logo known within our target group. To do so we organized an engaging live action contest in which the logo played a main part.
We planted 10.000 flowers with camera's above them. When you answered the contest questions correctly you were assigned a personal plant. The prize you won depended on the color of the flower, so you had to follow your plant. As soon as it bloomed you needed to claim your prize. Everything was built around the Ecolabel logo, so each time you checked your flower you got to see the Ecolabel logo.
During only 4 weeks of campaigning the logo was shown over 17 million times through the game, Facebook activity, a media campaign and national PR coverage in print and broadcast media. The game itself attracted 40.000 unique ecology minded visitors resulting in 15.000 players. On average the game participants got to see the Ecolabel logo 17 times, more than enough to get the logo top of mind.
Contributors:
| Creative Director: | Samuel De Volder |
| Art Director: | Guido Goffeau/Reginald Van de Velde |
| Copywriter: | Luk Catrysse/Vincent Daenen/Samuel De Volder |
| Account Management: | Gio Canini/Annemie Vandeweerdt |
| Project Management: | Christophe Mes/Stefanie De Preter/Pieter Helsen |
| Design: | Reginald Van de Velde |
| Development: | Katrien Delarue/Xavier Vermeiren/Kathy Van de Gaer/Sven Dens/Geert Barzin |
| Strategy: | Karin De Bruyn/Tim Willems/Tomas Van Gastel |
| Producers: | Bruno Dejonghe/Dimitri Barbe |
THESE DAYS
Location: Belgium