VML

CHALLENGE
BECOMING THE MOST PERSONAL INSURER IN BELGIUM
For the launch of NN, an insurance company specialized in life-insurances, we had to communicate their new mission: becoming the most personal insurer in Belgium.
 

WORK
FOCUS ON EVERYONE'S UNIQUENESS
Since NN believes everyone is unique and has a different lifestyle, we translated this train of thought in a new baseline: for everything that makes you unique. We communicated this new baseline through an awareness campaign that celebrated the unexpected uniqueness of people.

Through tv-commercials and six online documentaries, you could discover that people are way more than what they look like at first sight. Like Phillipe: a farmer who also runs a vinyl-shop. Or Cindy, who teaches French and English while also being one of the world’s best cage-fighters.

CHALLENGE
HOW CAN WE MAKE A JAPANESE RESTAURANT STAND OUT?

Dim Dining is a cool modern Japanese restaurant with a Western twist in Antwerp. To get extra attention and make it stand out between all the other hip restaurants, we needed to do something special. We wanted people to come and taste the unique dishes for themselves and at the same time, make them experience the true spirit of the restaurant: ‘contemporary Japanese with a Western edge’.
 

WORK
WE OFFERED PEOPLE A FREE JAPANESE TATTOO WITH A TASTEFUL MEANING

People could get a free Japanese tattoo, but with one important difference: they didn't translate as 'hope', 'courage' or another “profound” word. Instead their meaning's were 'Crispy Duck Salad', 'Sashimi of Sea Bass' or 'Lobster'. We translated the entire menu of Dim Dining into Japanese and designed tattoos for all 19 dishes, in 6 different styles. To launch the idea, seven influencers got a Tasteful Tattoo and invited people to get their own tattoo. People who got a Tasteful Tattoo were then invited to the restaurant where they could enjoy the matching dish for free.
 

RESULTS

• PR coverage by Belgian press and international food blogs
• This resulted in more than 300.000 euro earned media
• The campaign got more than 11 million media impressions
• More than 50 people registered for a Tasteful Tattoo
• 20 people are now lifelong promoters of Dim Dining
• The restaurant got fully booked months in advance
  
  To watch the video click here 

CHALLENGE
HOW DO YOU KEEP RAISING ATTENTION FOR MISSING CHILDREN, EVEN AFTER 20 YEARS OF CAMPAIGNING?
For Child Focus, the Belgian center for missing children, it’s very important to regularly remind everyone to keep sharing missing children’s posts on social media. But to be able to grab everyone’s attention - especially after 20 years - gets more difficult. The most valuable campaigns are those that intervene in people’s lives and touch them in a personal way. So, for Child Focus’ 20^th anniversary we had to find an idea that did exactly that.
 
WORK
WE REMOVED THE ICONIC BOY FROM THE CASSONADE GRAEFFE PACKAGING TO RAISE AWARENESS FOR REAL MISSING CHILDREN.
In almost every kitchen cupboard in Belgium, you will find the same familiar face: that of a little boy, printed on a pack of Cassonade Graeffe by sugar brand Tiense Suiker. The boy became a real icon because the packaging has always had the little child on it for the last 65 years. It’s so famous that Belgians don’t know it as Cassonade Graeffe, but as “Kinnekessuiker” or “Little kid sugar”. Until now…

For their 20th anniversary, Child Focus, the Belgian center for missing children, teamed up with Tiense Suiker and launched a special edition of the Cassonade packaging. 250.000 new packs were distributed in stores all over Belgium. But this time the little boy was missing, leaving nothing but an empty chair.

The packs were secretly launched without any campaign. Soon, the first surprised reactions appeared on social media. A week later we sent special direct mails to all major Belgian media outlets and launched our campaign on social media with a video. At first, it looked like a typical commercial. But a voice starts explaining the campaign. It’s Edouard talking. A young man who went missing a few years ago, and was found back thanks to Child Focus.
 
RESULTS
The campaign caught the desired attention on social media and all major media channels. This brought the message back on the table resulting in an increase of shares of missing children posts on Facebook and an increase of Facebook followers. And in the end, that’s the most valuable result: having more eyes on the lookout for missing children.
24 million media impressions
€503.000 earned media

• +68% share rate of missing children posts
• +9% social reach
• +8% Facebook followers