- General Consumer Loyalty
- Present current products and services
- Generate traffic in store (and website)
- Influence buying behaviour
- Highlight expertise of staff
- Enhance and expand customer database
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Head Office is looking for editorial coordinator(s)
Thu, 2012-01-19 10:00
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Head Office: this was 2011
Fri, 2012-01-13 10:30
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Pub thinks 'A warm 2012' is cool
Thu, 2012-01-12 17:30
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Head Office wishes everyone a warm 2012
Fri, 2011-12-23 16:30
Putting money in an account seemed to us the easy option, so on december 15th, our staff decided to spend the night in a cardboard box at near-freezing temperatures.
Look at the evidence yourself and show your warm heart on <a href="http://www.awarm2012.be" target="_blank">www.awarm2012.be</a>
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Head Office LIKES Axe
Wed, 2011-12-21 17:30
Axe has developed a strong presence on Facebook in several countries worldwide, with a total fan base of almost 10 million fans. The team at Head Office will work closely with international partners, but will work independently to provide content and moderate conversations on the wall.
Like the new Belgian Axe Facebook account via <a href="http://www.facebook.com/AXEbe" target="_blank">www.facebook.com/AXEbe</a>
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Mobile iPad version of Brico Magazine now available on the iTunes App Store
Mon, 2011-11-21 11:15
The Brico magazine app has very quickly become popular among do-it-yourselfers. After the release a couple of months ago, it went straight into the top 10 of most downloaded Belgian lifestyle apps.
<a href="http://itunes.apple.com/be/app/brico-magazine/id451547285?mt=8 " target="_blank">Download the latest edition of Brico Magazine here.</a>
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Divani meets Marc Lagrange
Mon, 2011-11-21 08:15
10 exclusively signed art prints of the campaign poster ‘You will never sit alone’ will be given away. Lagrange’s typical gorgeous femmes fatales play a prominent role, but the Divani couches definitely deserve to be looked at too. Sensual women and Italian design: a perfect match!
<a href="http://www.headoffice.be/#/work/case/Divani/You_will_never_sit_alone" target="_parent">Discover the case.</a>
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Caroline Delfosse back on board
Mon, 2011-11-14 11:45
After a well-earned sabbatical, Caroline takes up her former job as Account Director.
Welcome (back) Caroline!
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Head Office wins one Gold en two Bronze Pearl Awards in New York
Tue, 2011-11-08 11:30
The Explore More loyalty programme for A.S.Adventure triumphed in even two categories. The jury rewarded the loyalty programme with Gold in the category Best Proof of Return On Investment, making it the first time ever for a Belgian bureau to win a Gold Pearl Award. Explore More also received a Bronze Award in the category Best Overall Digital Strategy.
KH Magazine, the glossy city magazine for Knokke-Heist, won a Bronze Award in the category Best Improved Design.
Check out our <a href="http://www.headoffice.be/pearlawards/index.html" target="_parent">winning cases</a>.
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Head Office heads for The Big Apple!
Wed, 2011-10-26 12:15
The awards are presented each year in recognition of the world's best custom content projects. And this year Head Office will be there with not just one nomination, but two:
<ul>
<li>KH Magazine for Best Design</li><li>the Explore More loyalty programme of A.S. Adventure for Best Overall Digital Strategy</li>
</ul>Will we come home with bronze, silver or gold? Presentation of the Pearl Awards will take place on Monday 7 November in downtown New York. Let the Apple countdown begin?
View our nominated cases:
<a href="http://www.headoffice.be/#/work/case/KnokkeHeist/A_glossy_magazine_for_a_glamorous_city" target="_parent">KH Magazine – Knokke-Heist</a>
<a href="http://www.headoffice.be/#/work/case/ASAdventure/The_Adventures_of_a_powerful_email" target="_parent">Explore More - A.S. Adventure</a>
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Head Office employee engages himself for life
Tue, 2011-10-11 14:45
No, he didn't sign a lucrative, lifelong contract with Head Office. Instead, he and his partner Stéphanie took their wedding vows. The newlyweds were kind enough to invite everyone from Head Office to go crazy at their incredible wedding party at Tour & Taxis. A generous offer we couldn’t refuse.
Congratulations Johan & Stéphanie!
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Head Office is looking for 4 strong personalities
Wed, 2011-07-13 17:15
If you are experienced, talented, motivated and not afraid to prove it to us, you will stand a good chance of completing our platoon. Good luck!
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Head Office takes home three Cuckoo’s!
Fri, 2011-05-20 08:15
Our glossy KH Magazine, treating inhabitants and visitors of Knokke-Heist on a more than exclusive reading experience, is now officially the best consumer magazine in Belgium. The strong content and superb layout generate satisfying results for our client with every edition.
A.S.Adventure also took its share of the awards. The Explore More Loyalty programme and our direct mailing for the A.S.Adventure Toison d’Or Store were assigned as the most creative and efficient campaigns in the categories ‘Media Cuckoo Awards’ for E-mail and Direct Mailing.
Congratulations to Knokke-Heist, A.S.Adventure and all Head Officers that contributed to the projects!
Check out our <a href="http://www.headoffice.be/cuckoo/index.html" target="_parent">winning cases</a>.
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Head Office nominated 4 times for the Cuckoo Awards
Tue, 2011-04-19 08:15
We are in the running with <b>KH Magazine</b> and a direct mailing for the <b>A.S.Adventure Toison D’or Store</b>. The <b>Explore More loyalty programme</b> for A.S.Adventure has even been <b>nominated twice</b>, in two different categories: the Cuckoo Awards and the Media Cuckoo Awards. The award ceremony takes place on the <b>19th of May</b>. Check back on our website then for more news!
<b>Our nominations in detail:</b>
<ul>
<li>B2C Cuckoo: A.S. Explore More</li>
<li>Media Award Email : A.S.Explore More </li>
<li>Media Award DM : A.S. DM Toison d’or</li>
<li>Magazine Award : KH magazine</li>
</ul>
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Head Office gives birth to Twinz
Wed, 2011-01-26 10:45
Baby 2000 felt there was an increasing demand for more specific and practical information on parenthood of multiples. Having more than one child at a time involves a lot more than just buying ‘more’ of anything. To provide the best service possible, the Twinz project will involve three kinds of communication. In addition to the Twinz magazine, Baby 2000 has created an interactive blog called Twinz, where parents can exchange ideas and find lots of useful information. Thirdly, the forthcoming parents will be able to attend interactive and informative evenings on having multiples. In the Baby 2000 stores, specially trained “Twinz consultants” will provide particular advice to customers. Hilde De Baerdemaker, a well-known Flemish actress who gave birth to twins herself, lends her face to the Twinz project.
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Head Office puts Philadelphia Duo on the cheese board
Wed, 2011-01-26 09:45
<b>Biggest cheese board in the world</b>
The message we had to get across was plain and simple: Philadelphia Duo belongs on the cheese board. Therefore, Head Office came up with a giant cheese board as the campaign image. The real-life version even made it to biggest cheese board worldwide, big enough to organize a cosy dinner inside of it. During the launch event on the rooftop of a high-class restaurant in Brussels, a select group of journalists got an exclusive and tasteful preview.
<b>Philadelphia Duo appreciated</b>
All promotional activities were derived from the main idea. In shops, shopping centers and life-style fairs, passers-by were invited to take place on a huge cheese board. In return they could enter a contest, giving them a chance to win a unique dinner with 10 friends inside the infamous cheese board itself. In total, 3,400 people took their chance. Over 25,000 people have tasted Philadelphia Duo thanks to the campaign.
<a href="http://www.headoffice.be/#/work/case/Kraft_Foods/How_to_get_a_new_cheese_on_the_cheese_board">Discover the case</a>
<a href="http://www.youtube.com/watch?v=ip2hvIKir2o" target="_blank">Watch the video</a>
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What will 2011 bring
Mon, 2011-01-10 16:15
According to Head Office, 2011 may be the year of Octopus Paul’s successor - do you remember Paul, the psychic octopus that had an uncanny knack for predicting the outcome of the World Cup football matches? Headoffice created a striking ‘prescient’ campaign for its clients, starring a mystic mouse, Pauline. On the campaign website <a href="http://www.whatwill2011bring.be" target="_blank">www.whatwill2011bring.be</a> Pauline makes some daring predictions about a host of global issues. In the past few days, she has already been consulted about 647 times on future-related topics. Pauline also has her own Twitter account and Facebook profile through which she shares her gift with the rest of the world. Head Office thought of the concept and the design, while Statik developed it.
Let Pauline predict your future on <a href="http://www.whatwill2011bring.be" target="_blank">www.whatwill2011bring.be</a>
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Everywhere at the beach
Fri, 2010-08-20 14:15
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Lieve Schatteman now on board
Wed, 2010-08-18 17:15
Lieve Schatteman has 13 years of experience, working for Luon, Tabeoka and most recently Absoluut. Throughout the years, she has specialized in design and created graphic work for clients like Unicef, Unizo and several government campaigns.
She will be working for Head Office as a senior designer and art director for publishing projects. Welcome Lieve!
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Our very first iPad App
Tue, 2010-07-13 11:00
Head Office introduces: KH, the first glossy municipality magazine
Tue, 2010-07-06 13:30
KH is 100 pages thick, brimming with articles about the famous and less well known people from the municipality, illustrated with top photography and printed on real glossy paper. A real evolution in comparison with the typical information leaflets other municipalities send out.
Moreover, KH is also available for the Apple iPad – an absolute first for a Belgian municipality. <a href="http://www.khmagazine.be" target="_blank">Discover KH online here</a>.
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And the most popular customer magazine of Europe is...
Mon, 2010-02-15 13:30
According to independent research by Custo, readers generally spend of 40 minutes reading the magazine - while the average for a European customer magazine is 25 minutes. Moreover, 82% of all articles and interviews in A.S.Magazine are being read. And readers give the magazine a score of 8+.
And although we're not the type of agency that boasts itself constantly, we're very proud of this. It proves our vision and hard work pays off for our clients. And it motivates us to do even better in the future.
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Welcome Belgian Homeless Cup
Tue, 2010-01-12 14:15
When Steunpunt Algemeen Welzijnswerk and Open Stadion asked us to create a campaign for the Belgian Homeless Cup, we decided to use Ambiorix as our mascot. But he's not the only one who will fight for the homeless football players. The Belgian football star Gilles De Bilde will coach them, hopefully up untill the international final.
Our campaign "Courage Above All" will stretch from a magazine over house style to brand activation.
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Talk to the tree
Fri, 2010-01-08 14:15
We asked our clients to talk to our Christmas tree and guess what? He's still standing. Thanks to the many messages he already survived the burning of Christmas trees early January. We hope our tree lasts until the summer. Maybe we can even re-use him for Christmas this year.
Take a look at our tree and say a few words yourself.
For every message our tree lives a day longer.
Dutch-speaking visitors go <a href="http://www.headoffice.be/xmas/index_nl.php" target="_blank">here</a>.
French-speaking visitors go <a href="http://www.headoffice.be/xmas/index_fr.php" target="_blank">here</a>.
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Head Office opens the gate for Harol
Mon, 2009-10-26 12:15
Harol, Europe's leading manufacturer of awnings and shutters chose to work with us after a consultation round. We will service Harol through-the-line with a strong focus on ROI and pragmatism.
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New client for Head Office
Tue, 2009-10-20 12:45
IHG asked us to look at new ways to stimulate business bookings (hotel rooms as well as seminar rooms) in difficult economic times.
Welcome IHG.
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AGC Flat Glass Europe and Head Office win ABCI Award
Wed, 2009-06-24 12:15
Gold was awarded in the category Best Multilingual Internal Publication. The Silver award was handed out in the category Best Internal Publication.<br><br>Congratulations to our client AGC Flat Glass Europe and all Head Officers involved in the project.
A.S.Adventure and Head Office win a Cuckoo Award
Mon, 2009-06-22 12:00
And now the jury of the Cuckoo Awards decided it’s simply the best customer magazine in Belgium. Why? Not only because it’s brilliantly put together, with compelling content that reaches the same high levels as paying travel magazines. It also generates impressive results for the client. Congratulations again to A.S.Adventure.<br>Discover the <b><u><a href="event:work,client,A.S.Adventure">case</a></u></b> here.
http://www.headoffice.be/sites/default/files/coverascoockoo.jpg
http://www.headoffice.be/#/work/client/A.S.Adventure
Company
Head Office is a communication agency that thinks along with its clients. That’s no different from the time when we were still called CRM Factory. But the name became too limited; confusing even. We were often asked to quote for CRM implementation software.
While in essence we are a relationship marketing agency – specialised in (online) direct marketing, brand activation, customer media and loyalty. If on top of that we need classical media to strengthen results, then we use classical media too.
Results have always come first with CRM Factory. This is the most important reason why we have grown so strongly over the last few years. And this focus on results will remain with Head Office.
Curious about the results of our thinking?
Have a look at some of our most thoughtful cases.
A.S.Adventure
Outdoor adventure retailer produces genuine leisure magazine
A.S.Adventure
An outdoor adventure retailer wants to increase loyalty and enhance sales. Head Office comes up with A.S.Magazine, an irrestible mix of relaxation, information and entertainment. Inspiring travel reports, surprising interviews, breathtaking outdoor activities and useful product information. With an impressive return on investment and a Cuckoo Award for best customer magazine.
- A.S. Magazine blurs the boundaries between Custom Publishing and a fully fledged magazine.
- Four times a year the 100-page magazine offers an irresistible mix of relaxation and information, with inspiring travel reports, surprising interviews, breathtaking outdoor activities and useful product information.
- It can easily compete with renowned Belgian travel magazines such as Genieten, Grande or Elders & Anders (Voyages Voyages).
- Excellent ROI
- Increased turnover of products as a result of publication articles
- Extra leads and bookings through A.S. Events (Events agency)
- More or less covers its own costs thanks to income generated by advertising
- Apart from the many positive reactions to the magazine launch, in the first year the editors received more than 400 spontaneous travel stories and applications for positions as a reporter!
- High number of visitors to the online magazine.
- Increased Open Rate and Click Through Rate of the monthly electronic newsletter
- Expanded address data base via registrations for the online magazine and e-letter
Adventure, Experience, Loyalty, Magazine, Publishing, Retail
Club Med
A journey round the world of lucky charms
Discover how a journey round the world of lucky charms intrigued top clients of travel organisation Club Med... and resulted in 24% more bookings.
Club Med wanted to:
1) Announce the start of the 2009 summer season in avant premiere exclusively to top customers;
2) Increase sales.
And this in a difficult economic climate, in a sector which is highly sensitive to market conditions.
- Not a classic product brochure but an exotic and luxurious story in book form.
- Intriguing lucky charms from all corners of the world guide the reader through the exclusive Club Med destinations.
- He or she is encouraged to discover the local lucky charm at one of the destinations – and of course discover the destination itself.
- First week of campaign: 302 % more bookings than the first week of last year’s campaign.
- Final result: 24% more bookings than the previous year.
Advertising, DM, Results, Retail, Sales, Travel
KHLeuven
Oldest promo team in the world seduces youngsters
KHLeuven
How strong is a team of 86-year old promo ladies in convincing young people to get a decent education? Very, we experienced with our campaign for a Belgian college in the city of Leuven.
<a href="http://www.youtube.com/watch?v=mmbEBsjInko" target="_blank"><u>Watch the video</u></a>
A college in the city of Leuven (KHLeuven) wanted to attract visitors for its info day. The target was young people graduating from high school, as well as older candidates who wanted to broaden their knowledge or improve their employment opportunities. The goal was to attract at least 200 people for the info day. And this on a shoestring budget.
The agency created a campaign “It’s never too late for an education at KHLeuven.” A unique promotional team consisting solely of elderly people went out on the street to convince youngsters of the importance of a good education. Moreover, all members of the promo team were volunteers. Wiser, more experienced and authentic, they charmed everyone and got attention wherever they went
- More than 1000 people visited the info day, whereas the target was 200. Results exceeded the initial target more than 5 times.
- 110 people enrolled at the infoday for an education at KHLeuven.
- Free publicity: articles and interviews with the oldest promo team appeared in national and regional newspapers, items on tv news...
Advertising, Brand Activation, Education, Experience, Services, Street marketing
Unilever
The Good Old Days
Unilever
Were things better in the 'good old days'? Marie and Marcel took customers back in time and let them decide for themselves. Unilever and Head Office were pleasantly surprised with the results of the campaign.
Unilever wanted to increase sales of its brands at Carrefour. This at a time when the anniversary of Expo 58, decreasing spending power and a lurking economic crisis where dominating the news.
- The agency created a campaign built on nostalgia and fascination: “The God Old Days”.
- Two characters (almost stereotypes) Marie & Marcel, took consumers on a journey through the past: from the 90’s back to the 50’s.
- Participants just had to register on the campaign website. They then received a personalized coupon offer by e-mail every two weeks, every ‘decennium’.
- The concept was carried through to the campaign website with an on-line quiz (and extra prizes) supported by relevant content. In this way, the web site was continuously refreshed with fun brand info from the past.
- The coupon offer came to the consumer through a campaign radiating warmth and optimism.
- In addition, the consumer learned in a fascinating and humorous way that not everything was always better in the old days!
- Today they get more value for money and can choose from an enormous range of superior products.
- All targets in the KPI’s were exceeded over a 10-week period.
- The campaign increased sales by 36% in participating SKU’s alone.
- During a 4-week period, 94,100 participants were recruited (25% above target).
- The quiz was entered 882,426 times by 39,625 unique visitors.
- The website was visited 396,053 times, of which 195,152 were unique visitors.
- Number of page views was 2,270,793, with an average of 5.7 pages per visit.
Advertising, Campaign, FMCG, Loyalty, Results, Retail
AGC
Glass Focus
AGC Flat Glass Europe
How do you communicate a new brand identity and at the same time increase employer involvement? We did it with a modern employer magazine. And it received an overwhelming response.
After a rebranding campaign, the Belgian flat glass manufacturer AGC Flat Glass Europe decided to rethink its internal communication for employees across Europe. More specifically, they wanted to communicate the new identity and values of the company, and find a means of providing employees with more company and product information. Last but not least, AGC Flat Glass Europe was searching for a way to increase the involvement of its employees.
We created a modern employer magazine for AGC Flat Glass Europe, in eight different languages.
It differs from other employer magazines in the way it involves employees. As a corporate magazine it is written from the point of view of the employee, regardless of his or her nationality, function or grade.
- We opted for a magazine with rather small dimensions; a format that gives it an informal feel.
- Every section responds to specific criteria, with well-balanced attention to all countries and nationalities.
- Large, modern photographs show realisations, production processes and above all, employees.
- The tone-of-voice is light and accessible; the texts short and lively, with real stories from employees. Always written from the the reader’s point-of-view.
- Every national division of AGC Flat Glass Europe can integrate four to eight pages of specific content for
their employees in the middle of the magazine.
- The magazine received an overwhelming response from readers/employees and AGC-communication managers from all countries.
- AGC Flat Glass Europe had been struggling to publish the targeted four editions of their corporate magazine. With our new concept and approach, those targets are now easily met.
B2B, Content, Durables, Employer, International, Magazine, Publishing
A.S.Adventure
Jack, the Uncomfortable Backpack
A.S.Adventure
A comfortable backpack is a must for travelers. And yet so many of them still carry around a backpack that's the opposite: heavy, uncomfortable... A real burden. A.S. Adventure invited them to come and try out a comfortable backpack. In fact: Jack invited them...
A.S.Adventure, a chain of specialist outdoor stores, wanted to promote its selection of backpacks.
During the A.S.Adventure Outdoor Weekend, buyers of backpacks receive a reduction while company experts offer professional advice and unique testing methods with weights and airbags for those seeking a backpack that fits them perfectly.
The agency was asked to create a campaign aimed at increasing traffic to the stores.
In response the agency created Jack, the Uncomfortable Backpack. Jack symbolizes a person you try to carry on your back: heavy and very uncomfortable! In the sales letter Jack speaks to the reader. He tells them how uncomfortable backpacks like him can be, and explains what they should look for when buying one.
The campaign was centred on direct mail, addressed to customers and prospects. The choice of direct mailing was obvious: a one-to-one approach suited the concept best and gave Jack enough room to tell his story.
In addition to the mailing, we placed ads in weeklies and ran online banners. We also ensured editorial support for the campaign and promotion in (online) magazines such as Joker, Connections and Zuiderhuis.
During the campaign period, sales of backpacks in the stores were 150% higher than the year before.
Moreover, A.S.Adventure succeeded in attracting newcustomers who had never visited an A.S.Adventure store before.
Adventure, Advertising, DM, Results, Retail, Sales
Fostplus
Activity Report
Fostplus
Putting together a compelling activity report is not an easy task. For Fost Plus we decided to go 3D. Take a look at the case - in 2D.
Fost Plus is an organisation that promotes, coordinates and finances the selective collection, sorting and recycling of household packaging waste. It invited the agency to create its Activity Report for 2008. This document reports all the facts and figures to members and shows the overall performance of Fost Plus through the year. It also had to communicate the Fost Plus main theme: making recycling concrete.
We opted for a straightforward, but nevertheless impactful approach. Meticulously constructed 3D-images brought the main theme to life and gave the report a sophisticated and stylish look. We also paid close attention to the report’s readability, tone-of-voice and accessibility – characteristics that are often forgotten in the creation of activity reports.
Content, Magazine, Publishing, Services
Harley-Davidson
Unlock your freedom
Harley-Davidson Benelux
Discover how we tapped into the free minds of Harley-Davidson riders and vitalized the famous Open House Days.
Harley-Davidson organises two open house weekends each year, when dealers can proudly show the next season’s new models. In autumn 2009, Harley-Davidson wanted to attract as many visitors, consisting of both existing and prospective clients, as possible to Open House. Its goal was data gathering and increased sales.
A new model is always an experience for Harley-Davidson fans, especially if they can take it on the road for a test drive. This time, we were not talking about just any old test drive, but the ultimate test drive for two people, lasting several days. After all, Harley Davidson is all about freedom.
We took this concept literally in this campaign. We left a Freedom Box – a plexiglass box containing a voucher for a road trip on a new Harley-Davidson of your choice – with each dealer. Each client or prospective client who updated or made a profile on the special offer website was given a code.
If their code could crack the transparent Freedom Box, they would win the road trip or one of the many other prizes.
Clients and prospects were invited to participate via offline mailing (60.000), e-mail (12.000), bannering, print advertisements in newspapers and
point-of-sale material.
- In total 3.545 contacts took part.
There were 1.107 profile updates and 2.409 new profiles.
- This response was 10 times higher than the previous Open House promotional event.
Advertising, Automotive, Campaign, Results, Retail, Traffic building
Unilever
A Mini gives Maximum results: Belgium's favourites from Unilever
Unilever
A multi-media shopper platform supporting Belgians' favourite brands. See how we created customer involvement & massive sales increase in crisis times.
In 2009, Unilever wanted to increase sales of its most popular A-brands in Carrefour (Hyper, GB, Market and Express) in various product categories. Research had revealed three important insights: in times of crisis, consumers need certainty, simplicity and support.
We created the Belgium’s favourites campaign. We conducted polls to discover Belgian consumers’ favourite brands and Belgian favourites in general. The centre point of the campaign was a user-friendly, strategic e-coupon platform: www.belgischefavorieten.be.
We generated traffic to the platform through various media such as advertisements in daily newspapers, public relations, offl ine and online direct mail, brand activation and retail folders.
The campaign had 6 peak periods (March, April, June, July, October/November, December). 4 large promotions were launched during the campaign. In each one, participants received discounts of their own choice, via e-coupons. Each week, one winner received a load of Belgian favourites worth €2000. The main prize was a Mini Cooper.
A database of 36.000 registered users, based on detailed sales figures from Carrefour Belgium revealed the following:
• Visits: 263.978
• Unique visitors: 114.604
• Pageviews: 857.640
Salesuplift wave 1: 844.000 euro
Salesuplift wave 2: 130.000 euro
Salesuplift wave 3: 385.000 euro
Salesuplift wave 4: 332.000 euro
Salesuplift wave 5: 118.000 euro
Salesuplift wave 6: fi gures are not yet known
Advertising, Campaign, FMCG, Results, Retail, Sales promotion
Tunify
Let the biggest artists contribute to your success
Aristo Music
What if real artists were to perform in your business? It's made possible by Tunify. Sit back and dim the lights please.
Tunify is a digital music service that was primarily developed for entrepreneurs who work with the public. Tunify is unique because of its underlying technology based on intelligent music algorithms, that enables users to play the ‘right’ music in their establishment every time, regardless of the moment or audience.
Legendary artists apply for a job in bars, cafés and other establishments. The right music at the right time is always good for business.
Campaign is still running.
Advertising, Creative, Direct marketing, DM, Services
Head Office
Save our Christmas tree
Head Office (self promotion)
Do trees really live longer when you speak to them? The answer was pretty clear after we launched our Christmas card.
Christmas cards are always a difficult task for an advertising agency. It’s very hard to come up with something original that stands out. A traditional Christmas card was not the thing we wanted to send out this year. We took the path of an intruiging urban legend.
Do trees live longer when you talk to them? We decided to find out and created a microsite featuring our Christmas tree. Then we sent out a Christmas-mail to our clients, asking them to talk to the tree on the website. For every message the tree would live a day longer.
As we speak, our Christmas tree already survived the burning of Christmas trees in Leuven. Tens of clients and employees talked to the tree and came up with very original messages. So yes, trees do indeed live longer when you talk to them.
Advertising, Creative, Direct marketing, Online, Self promotion, Services
Belgian Homeless Cup
Courage above all
Open Stadion
The Belgian Homeless cup is a football tournament for homeless people. Nevertheless, the initiative found a safe home in Head Office, who designed the campaign image and logo.
The Belgian Homeless Cup is a football tournament for homeless people organised by Open Stadion and welfare organisation Steunpunt Algemeen Welzijnswerk. For the participants, football is much more than just a hobby: it's an activity that provides them with motivation and structure, teaches them to once more function in a group and gives them the strength to turn their lives in a positive direction. The communication on the Belgian Homeless Cup had to convey a strong message: with the right guidance, no one is hopeless or lost to society.
BHC's vision is that anyone who can find the courage within themselves to do something about their situation is a winner. Everyone in a difficult situation is a fighter, a survivor. Head Office therefore put “COURAGE” at the heart of the concept. This is symbolised by Ambiorix, the famous leader and bravest of all the Belgians, who was depicted as a footballer for the occasion. The baseline concludes: Courage above all.
The communication on the (still young) Belgian Homeless Cup developed into maturity. The campaign image and logo became recognisable elements of a campaign whose spear points were an extensive website, a buzzing Facebook page, a sporting newsletter and a multitude of other carriers. This work received acknowledgement when the minister in charge of subsidies extended the project by a year.
Advertising, Creative, Event, Non-profit, Street marketing
Brico Magazine
Brico Magazine creates dreams and helps them realize
Brico
Brico Magazine forms a bridge between interiors design and a Do-It-Yourself approach. A higher ROI, new customers and improved customer loyalty make the crossing.
Through the campaign ‘a little bit from us, so much from you’, Brico is working on a new, broader image. From now on, the brand wants to address the large interiors market with the intention of attracting potential new clients. A magazine should be an excellent tool to guide that evolution and increase customer loyalty.
With a look & feel and a content that can easily stand next to well-known interiors design magazines, the articles set t he readers off to a dream world. In reality, this time their dreams do come true. Brico Magazine tells you how to realize those beautiful interiors designs of your home or garden, by giving practical and clear Do-It-Yourself tips from real professionals. This makes t he magazine more accessible and practical than classical interiors magazines. Brico Magazine is published four times a year. It has regular features, like garden and nature, constructing and renovating, inspiration and discovery, decoration and interiors design. Also lots of shopping ideas have their own space. The circulation amount is 70,000 dutch copies and 80,000 french copies.
• The magazine enriches the image of the Do-It-Yourself chain and keeps building this up.
• Brico Magazine attracts new customers and generates traffi c to the stores.
• Higher ROI because of many advertisements of suppliers that compensate a considerable amount of the production costs.
• The magazine encourages customer loyalty.
DYI, Efficiency, Loyalty, Magazine, Publishing, Retail
Carmi
An attractive and reader-friendly alternative to a product folder
Carmi
Would you rather read a 215 pages thick product catalogue or a reader-friendly brand magazine that bulges with current topics and interesting facts? Exactly. High-quality Shoe Store Carmi agrees, too.
Through publishing a magazine, Carmi wants to support its wide range of brand products and its high-quality image. Also, the customer magazine should explore the target group in depth, encourage customer relations, and stimulate website interaction. Eventually, Carmi thus wants to increase sales, including the cross-selling of shoes, clothes and accessories.
Carmi chooses to publish a magazine with a captiviting editorial content. As a result, it reads just as fl uently as a lifestyle magazine. At the same time, the brand shows that a trendy and good-looking magazine can be a reader-friendly alternative to a product folder. The sections are primarily designed to place Carmi products in the spotlight as much as possible.
After having published only one issue, it’s too soon to present definite numbers. Kathy Van Daele, Carmi’s Marketing Manager, is quite enthusiastic:
"You can’t underestimate the power of a suchlike magazine. Clients come to our shops holding the magazine, asking for the products in the pictures. One particular event stands out: a client spontaneously told us that he had read the whole magazine from A to Z, and that he had liked every single article. Even if I had to pay for it, he said, I would buy it immediately."
Finally, the ROI is more than optimized thanks to advertising revenues. These cover a large part of the production cost.
Content, Fashion, Loyalty, Magazine, Publishing, Retail
KH
A glossy magazine for a glamorous city
Knokke-Heist
Knokke-Heist has everything going for it in terms of leisure and business. But the mobility of people is becoming ever greater. The choice of locations is based on pragmatic reasons, but emotion, feel and association also play a major part. In all those aspects, KH takes its readers straight to Knokke-Heist.
<a href="http://www.youtube.com/watch?v=Ezrxh-nUXjs" target="_blank"><u>Watch the video</u></a>
• PROBLEM: the mobility of people and businesses is becoming ever greater, just as is the range of possible destinations and locations. The choice of locations is based on pragmatic reasons, but emotion, feel and association also play a major part.
• PRIMARY OBJECTIVE: convince (potential) residents, second home owners and visitors as well as companies that their choice of Knokke-Heist is the right one.
• IMAGE: reinforce the feeling of belonging; make the ‘Knokke-Heist’ brand with its own character, dynamism and activities better known and sell it better. Key words: smart (intelligent, different, upscale, surprising), high quality yet accessible and relaxed.
• TRAFFIC & SALES: Knokke-Heist has everything going for it in terms of leisure and business. Visitors and residents (first and second home owners) must be prompted by KH to come here more often and to consume more.
• DOUBLE CONCEPT: glossy municipal magazine (only in Belgium) with extra sections of local news and a calendar of activities.
• CONTENT: strong ties to the municipality, but an (inter)national scope so that the magazine can overwhelm all target groups.
• EXECUTION: high quality photography and editorial material provided by top class professionals with proven expertise in the Flemish media, quality paper and spruce layout.
• CROSS-MEDIA EXPOSURE: via mini site with extras, online magazine and enhanced adaptation for iPad.
• KH has been able to persuade many advertisers, so that a large part of the national and local production cost is covered.
• A great many spontaneous and enthusiastic reactions from readers and (potential) advertisers are reaching the editors and the municipal authorities.
City marketing, Experience, Magazine, Publishing, Tourism, Travel
Philadelphia Duo
How to get a new cheese on the cheese board
Kraft Foods
Philadelphia cheese is mostly known as a cheese variety meant to spread on bread and for its use in cold and warm dishes. With Philadelphia Duo, Kraft’s latest product innovation, they want to position themselves among other high-level cheese brands. Therefor, we had to Launch Philadelphia in a new product category and help it capture its own place on the cheese board, preferably by creating a strong POS presence and a surprising launch campaign.
<a href="http://www.youtube.com/watch?v=ip2hvIKir2o" target="_blank"><u>Watch the video</u></a>
We chose a concept that very clearly embodied the message we wanted to send. Therefore, we produced a giant cheese board – the biggest one ever made worldwide – as an inescapable eye-catcher. It was used as the campaign image, so people would automatically link Philadelphia Duo to a cheese board. We then derived all promotional activities from this main idea.
First, we organised a launch event on the rooftop of a high class restaurant in Brussels. Press invitees, journalists and consumers were invited to have dinner inside of our huge in atable cheese board, while enjoying a private concert by some of Belgium’s nest musicians. The rest of the campaign involved a strong presence in shopping centers and life-style fairs, using the cheese board as an outstanding promotional sign, generating lots of visibility. Consumers and passers-by were offered the opportunity to taste the new Philadelphia Duo and enter a contest, giving them a chance to win a unique dinner with 10 friends inside the infamous cheese board itself.
The campaign generated a lot of buzz and convinced many people to participate in the contest. 3400 people took their chance to win tickets for the official premiere. Already 3300 people subscribed to the contest in shopping centres and 5400 joined the online contest by visiting the campaign websites www.degrootstekaasplank.be or www.leplusgrandplateaudefromage.be. In total, already more than 20.000 people tasted the new Philadelphia Duo thanks to the campaign.
Advertising, Brand Activation, Campaign, Creative, FMCG, Retail
Head Office
What will 2010 bring for you?
Head Office (self promotion)
With our ‘end of 2010’-campaign, we wanted to create a buzz and stand out from the crowd. The approach was simple: we recruited a hairy, four-legged creature – blessed with the name Pauline - to send out our New Year’s wishes in an original and creative way. And she did a wonderful job.
As a way of welcoming the New Year, Head Of ce decided not to send its clients ‘predictable’ New Year wishes. They gured it would be much more fascinating if they could actually tell people what 2011 had in store for them. So instead of sending out an ordinary Happy New Year card, Head Of ce surprised its clients with a creative campaign that would loosen at least one tongue. The main objective: showcase towards their clients - and the rest of the world - how much buzz a creative campaign can create.
Creative solution
The striking ‘prescient’ campaign starred a mystic mouse, Pauline, in the lead role. She was named after Paul, the psychic octopus that had an uncanny knack for predicting the outcome of the World Cup football matches. On the campaign website www.whatwill2011bring.be Pauline made daring predictions about a host of global
issues. People were asked to pose a ‘yes’- or ‘no’-question. Depending on the content,
Pauline would give either a straightforward short answer or a witty prediction.
Strategy
We sent out a teasing e-mail to all of our clients, encouraging/challenging them to have their future predicted. Pauline also had her own Twitter account and Facebook pro le through which she shared her gift with the rest of the world. These social media spread her prediction skills like a virus.
In less than a month, www.whatwill2011bring.be got over 25,600 page views. Pauline answered no less than 1,443 different questions. A total of 4,053 visitors from 79 different countries spent on average 3’13” on the website. As a result, bounce rate statistics were extremely low and thus very pleasing: 0,62%. The website was nominated for the public shortlist of the FWA, the Favourite Website Awards that reward the best cutting edge creativity.
Advertising, Creative, New Year, Online, Paul & Pauline, Self promotion, Showcase, Social Media
A.S.Adventure
The Adventures of a powerful email
A.S.Adventure
A.S.Adventure needed a one-to-one channel to communicate directly with their customers. We developed Explore More, an extensive loyalty programme based on follow-up emails, that soon counted over 360,000 members. The story of a long-term approach that has yielded 27 euro for every 1 euro spent.
A.S.Adventure, a Belgian chain of specialist outdoor stores, wanted to reinforce the value and authenticity of its brand name. The problem: they didn’t have any information about their customers, nor a one-to-one communication channel to reach them. Therefore, they wanted to develop a loyalty programme that would increase
commercial results. The mission: bring more visitors to the stores, promote cross-selling and raise the average expenditure.
We developed Explore More, a loyalty programme that offers personalized info for A.S.Adventure customers. The programme is based around the Explore More newsletters: monthly emails based on editorial content, combined with promotional messages. The focus lies on qualitative editorial pieces, additional information on A.S.Adventure products, travel tips, tutorial video clips ... No commercial “cash back” incentive at all. This way, the expertise and educational aspect of A.S.Adventure is emphasized. Also, the newsletters allow us to monitor clients’ shopping behaviour and their response to the newsletters.
(The Explore More programme is completed by a membership card, the specialized outdoor A.S.Adventure magazine, and purchase-related follow-up e-mails.)
IN ONLY 18 MONTHS:
• over 360,000 people have subscribed for the Explore More email newsletter
• The emails have an average open rate between 30% & 40% (IAB Benchmark : 20,6%)
• The return on investment is quite impressive: every euro that is invested
in the programme generates 27 euro in sales.
In 2010, Explore More Members averagely spent +44% more than non-members.
Adventure, B2C, Loyalty, Online, Retail
A.S.Adventure
Meet Belgium's newest winter sport area
A.S.Adventure
In March 2010, A.S.Adventure opened a new store at an A-location in Brussels: shopping gallery Toison D’or. We got people’s attention by sending out a DM that officially declared Brussels as Belgium’s newest winter sport area. The next month, sales went up 400 %.
In March 2010, A.S.Adventure opened a new store with a specia-lized ski department at an A-location in Brussels: shopping gallery Toison D’or. The agency was asked to develop a creative DM that would raise awareness of the geographic proximity and increase traffic to the store. Also, the mailing should boost sales by communicating
the current promotions. A visual extension of the DM concept at the point of sale should attract passers-by to the store.
We asked ourselves what attracts ski and snowboard fans. The answer was pretty simple: famous ski resorts. That is why we sent out a DM that officially declared Brussels as Belgium’s newest winter sport area. The copy laid focus on A.S.Adventure core values like expertise and quality. The mailing included a ski pass and a map of our Brussels ‘ski area’, showing Toison D’or as the central spot. We sent the mailing to a carefully
targeted group: 16,000 young families and winter sport fans living in the Brussels area. The concept was also applied at the store itself.
December was a peak month for the A.S.Adventure Toison D’or Store. They achieved a total of 7,239 individual sales in the month after the mailing was sent. That is more than 3 times November’s turnover. For the first time, they generated the biggest turnover increase for winter sport items of all the A.S.Adventure Stores: sales went up 400%. The average turnover in December rose with 248 % compared to the month before. In short, a remarkable increase in sales and traffic.
Adventure, Campaign, DM, Results, Retail
Unilever
Lipton Ice Tea summer activation starts in the school bus
Unilever
Lipton Ice Tea wanted to give their assortment a refreshing boost for the summer of 2011, exclusively for Spar clients. Head Office came up with a sparkling concept: the all American Lipton Ice Tea school bus. Through a Scratch & Win contest, Spar customers could win a visit from the Lipton bus in their street. Imagine a hot summer day with free cans of Ice Tea, bean bags and lots of entertainment for yourself, your friends and neighbours to enjoy.
Lipton Ice Tea wanted
• To give the Ice Tea assortment a refreshing boost for the summer of 2011, exclusively for Spar clients.
• To boost sales at Spar.
A couple of weeks before the summer vacation, Lipton Ice Tea launches a Scratch & Win contest.
• The first prize? A visit from an old American school bus, packed with free cans of Ice Tea, bean bags, beach flags and entertainment for the winners, their friends and neighbours.
• As a start of summer event, the bus made several stops at Spar stores in June. A promo team handed out cooled Ice Tea and leaflets with more info on the Scratch & Win contest. On top, lots of POS material was developed, customized to the size of the store: posters, flyers, totems, wobblers, T-shirts for the promo team and a bus stop with integrated displays.
• For every Lipton Ice Tea 6-pack purchased in the store, clients received a scratch card as a gift.
• The Flemish and Walloon winners of the Scratch & Win contest got their very own summer day with the Lipton Ice Tea bus on Saturday 27 August and Sunday 28 August.
• All the other contestants got a nice coupon worth € 1.
• Number of contestants: 262 NL and 122 FR (384 in total)
• Two winners: Olivier Stralle and Hélène Jacquelot
• A positive sales boost and satisfied Spar franchisees.
(details on the figures available on request)
activation, Advertising, Campaign, contest, POS, Spar, Unilever
Divani
You will never sit alone
Divani
For 15 years already, Antwerp-based Divani swears by Italian elegance and craftsmanship. Their question to the agency was to highlight the link between exclusive quality and Divani even more. So we started out from the product and decided to present it as a work of art in a nicely decorated interior. Sort of like Living in Art …
For 15 years already, Antwerp-based Divani swears by Italian elegance and craftsmanship. They buy their furniture from traditional Italian family firms with a ‘100 % Made in Italy’ label. Their question to the agency was to highlight the link between exclusive quality and Divani even more. So we started out from the product and decided to present it as a work of art in a nicely decorated interior. Sort of like Living in Art …
We asked ourselves how we could capture the Divani furniture in a yearly ad,
looking both attractive and artistic. Not showing it is an advertising image, but like an actual art picture. It turned out to be rather obvious finding an answer for the first campaign: Marc Lagrange. Today, this Antwerpian photographer is in the spotlight more than ever with his sensual portraits of stunning femmes fatales. And what better to match sexy ladies than Italian design? The daring cooperation between Lagrange and Divani resulted in the campaign image ‘You will never sit alone’, of which Divani gives away 10 exclusively signed art prints.
The advertisement is part of a broader regional and national media campaign that runs from 6/11/2011 until 30/06/2012. The image will be used in magazines like Feeling Wonen, Bo Magazine, Zone 03, De Morgen Magazine, Actief Wonen and Steps Deluxe. De Standaard Magazine and Weekend Knack will run a contest in which contestants can win 2 signed Marc Lagrange art prints.
Advertising, Campaign, Design, Furniture
Unilever / Knorr
Who will become Knorr’s new kitchen princess?
Unilever
<b>Knorr</b>, Unilever’s largest brand, asked us to develop an original platform to put their complete range of products in the spotlight. We came up with <b>Knorr Kitchen Princess</b>, an inspiring concept for career women and housewives to help them with their daily kitchen efforts. A strong POS activation, an online cooking contest and lots of prizes were the main ingredients of the campaign recipe.
Forget – world famous in Belgium - chef cooks Peter Goossens and Sergio Herman. We came up with the inspiring concept of Knorr Kitchen Princess to assist every creative housewife or businesswoman at their daily kitchen efforts. We used a strong POS activation, inspiring recipes and wonderful prizes to convince them of the nutritious and timesaving advantages of Knorr.
Our campaign started out twofold. First and foremost, consumers were given the chance to expand their kitchen equipment by saving for a Bosch hand blender they could get for free or with a nice discount.
The more Knorr products they bought and the more barcodes they collected, the bigger the discount. Also, they could register at <a href="http://www.knorrkeukenprinses.be" target="_blank">www.knorrkeukenprinses.be</a> en demonstrate their cooking talent in cooking sessions with other kitchen princesses. The prize? The title of ‘Knorr Kitchen Princess 2011’, a range of Bosch Styline kitchen appliances and a very own cookbook.
The campaign generated lots of visibility and mustered dozens of contestants. Coming winter, we’ll know who will be proclaimed Knorr Kitchen Princess 2011!
Brand Activation, FMCG, Keukenprinses, Knorr, POS, Retail, Sales promotion, Unilever