Blog van Boondoggle

Show some guts !

boondoggle — Wed, 25 Nov 2009 20:22:24 UT

On Monday 23rd of November two new sites for stad Mechelen were launched:

Revised Mechelen.be site
The Mechelen.be website was given a completely new structure built upon 6 themes relevant for the residents of Mechelen: Today in Mechelen, Life, Visits, Work, Governance and e-office.
Interaction is omnipresent and facilitates contact between stad Mechelen and the Mechelaars.
(Strategy and redesign by Boondoggle, development by Lithium)

Beleefmechelen .be, a community platform for stad Mechelen

That stad Mechelen needed a community platform was confirmed after the launch of the new stad Mechelen logo. The Mechelaars are obviously very concerned about what happens in Mechelen and BeleefMechelen.be stimulates this involvement and gives the residents of Mechelen a place where they can let stad Mechelen know what they think about new projects, changes, … .
Ofcourse stad Mechelen will also be very active on this platform by using it to inform the citizens about ongoing and upcoming plans, asking them for participation and getting their opinions.This should lead to a very rich story told by the city and it citizens.
A first example that proves this cooperation is 'guts'-project "Tinelsite". This is an urban renewal project for which the Mechelaars are asked for their ideas about what Mechelen should do with 500 m² of the Tinelsite. A selection of this ideas will be realized in the future.
(Strategy, design and development by Boondoggle)

The 2 websites Mechelen.be and BeleefMechelen.be are synchronized > this means you only need to register on one of them and your login and password will grant you access for both websites.

We’re looking forward to follow the “Mechelse” interactions !

Elephants & Banners = winning mix

boondoggle — Mon, 26 Oct 2009 13:10:44 UT

Last Thursday was one of those lucky days for Boondoggle, where we reaped 7 awards during the 2009 Mixx-awards.
Apart from bringing home the award of "Agency of the Year" and "Advertiser of the Year" for our client KMDA Zoo Antwerpen, we also won :

Silver in Brand Awareness and "Best use of..." for "Dexia/Axion - Banner Concerts"
Bronze in Brand Awareness, Gold for in Direct Response and Silver in "Best use of..." for "Zoo Antwerpen - Baby Elephant"

Top 5 web trends according to RWW

boondoggle — Mon, 21 Sep 2009 12:12:11 UT

ReadWriteWeb's Top 5 Web Trends in 2009View more presentations from Richard MacManus.Direct link to slideshare, here.

Our First Nike Campaign

boondoggle — Mon, 24 Aug 2009 18:55:34 UT

We just launched our first Nike Football campaign, a translation of the international Make The Difference concept. It's all about Steven Defour who invites 15 dedicated youngsters, which make the difference in there team, to train with him. Two unique training days which will help them to make the difference even more in the future. Football players can subscribe on www.nikefootballtrianing.be.

To kick off this campaign we created a video in which Steven Defour
gets a tattoo that says "Sola Victoria Satiat" what means:
"Nothing but Victory is Satisfying". Yes, it's real!

The spot was launched in Villa Vanthilt on the Flemish TV station één. Dutch - French version
And it will also be posted on www.nikefootball.com ,a belgian première.

The campaign will also be supported in stores. Youngsters are asked to sms CAPTAIN + their firstname to 6630 and receive a personalised invitation from Steven Defour.

The truth about our five Cannes Lions

boondoggle — Tue, 14 Jul 2009 08:58:00 UT

(click on the YouTube logo to enlarge)

Digital Marketing is so 2008

boondoggle — Fri, 10 Jul 2009 14:09:45 UT

This excellent piece of linkbait is not only a nice summer-read but also a sweet overview of all you need to know about the state of digital today.
Hat tip : Jourik
Post Digital Marketing 2009View more documents from Helge Tennø.

Testament

boondoggle — Tue, 30 Jun 2009 10:43:55 UT

The Will is our Road Safety Campaign For Youngsters. Too many young, reckless drivers and their friends die in traffic. How can we help youngsters confront their reckless driving friends without losing their cool? First we asked youngsters a simple question: “Is your friend a reckless driver? Tell him what you’d like to inherit from him.”

Then we launched a website where they could make up a will for a reckless driver and send it via e-mail, Facebook or Netlog. Enabling kids to criticize their friend’s reckless driving in a cool way without sounding like their mums. In the weekends, we flyered 50,000 blank wills at clubs, movie theatres and mega parties. And we spread a video on the internet.

Find out more:

ZOO

boondoggle — Tue, 30 Jun 2009 10:43:17 UT

A remarkable event deserves a remarkable campaign. Boondoggle covered the birth of a baby elephant at the Antwerp ZOO earlier this year. Instead of making stuff to be issued through –expensive– standard media, we came up with our very own medium. An online dashboard called www.baby-olifant.be. This digital platform incorporated various digital and social networking tools through which fans and visitors could stay tuned for one of the biggest events of the year. Culminating in the live web streaming of the baby elephant’s birth. Another internet first for Boondoggle.

Additionally the platform launched a series of direct, PR and viral massages that found their way in news headlines all over the world. The news of the pregnancy and the birth of the elephant became an international hype, our campaign a big success and little Kai-Mook famous overnight.

http://www.baby-olifant.be

GroepT Beyond Engineering

boondoggle — Tue, 30 Jun 2009 09:50:58 UT

Beyond Engineering. That’s the baseline for Boondoggle GroupT campaign, as well as the philosophy underpinning the Group T engineering programme. Beyond Engineering is about looking at old problems in a radically different way and to come up with solutions that don’t create new problems. It’s about making a sustainable difference. For that, you need agents of change. And Boondoggle.

Together we created a print campaign featuring some good old Julian Koenig style long copy engineering stories and breathtaking illustration to get the message through. Every ad invited people to participate in a fascinating online test at [url=htp://www.beyondengineering.be]www.beyondengineering.be[/url]. Using real life engineering problems, we had people check their beyond engineering skills through animated cases that clearly showed the unexpected consequences of their choices. The campaign resulted in a dramatic increase in young people applying for a higher engineering education. And less concrete.

http://www.beyondengineering.be

Sp.a

boondoggle — Tue, 30 Jun 2009 09:45:58 UT

Last June 7, millions of Flemish had to vote in what was regarded as one of the most critical regional Belgian elections in years. One global financial crisis, one socialist party under fire and one nationalist catastrophe were all the ingredients we needed to produce a political campaign that put the socialist party back in the Flemish government.

First, just when everybody was busy ignoring the socialist party, we produced a campaign that said:“If you don’t want to hear anything from sp.a, then just listen to what’s going on.” Claiming that if it hadn’t been for sp.a over the past few years, things would have been even worse for most people. Through ads featuring sp.a ministers we invited people to debate the party leaders online and at a number of large street events. Gradually, more and more people were willing to listen to sp.a again. We followed this up with a campaign for Minister Kathleen Van Brempt that featured a portrait of a girl and a headline that said: “I wish I were a cow.” Opening the debate on social priorities in Europe. Should we invest even more in agriculture or is it about time to end child poverty in Europe? This part of the campaign led to some classic presidential campaigning on the internet for Minister Frank Vandenbroucke whose results, ideas and programmes provided enough content to dedicate a website to. Putting his name high up the list of the most popular politicians in Flanders.

http://www.frankvande.be

http://actiekathleen.s-p-a.be

http://nuzeker.s-p-a.be

http://durfplan.s-p-a.be

Volvo CO2-neutral campaign

boondoggle — Tue, 30 Jun 2009 09:36:07 UT

Car advertising should produce car sales. Not CO2. Exactly the point we made with Volvo’s CO2 neutral campaign promoting a new, greener series of Volvo cars called DRIVe which is probably the Swedish way of saying less pollution for less money.

Essentially, the CO2 emissions of the campaign will be neutralized via certified CO2 compensations. Volvo will not only compensate the CO2 emissions of the website, but also the Google searches and banner impressions resulting in a remarkable car campaign with impact in people’s minds instead of people’s breathing. Exactly the way it should be.

Electrabel ‘Mijn restaurant’

boondoggle — Tue, 30 Jun 2009 09:31:02 UT

My Restaurant is of course the widely known reality television series that follows the lives of several amateur cooks and their ambition to win a professional restaurant. One of our clients, Electrabel, sponsored the Flemish edition of the show and asked us to produce some banners about it.

Of course we refused. Presenting them an interactive campaign called Our Restaurant.
Our Restaurant was an online restaurant where a professional cook would prepare a menu every day the show aired on tv. Only here, you had to guess how much power the cooking consumed. Each menu resulted in a winner. Eventually, one participant won a super deluxe kitchen. And Our Restaurant served some great meals flavored with an insight that you don’t have to fight oil tankers in rubber boats to save the world. Cooking a steak with fries can do the job too.

http://www.electrabel.be/residential/lifestyle_leisure/contest_restaurant.aspx

Axion festivalcampagne

boondoggle — Tue, 30 Jun 2009 09:28:06 UT

Over the years, festival ticket prices have gone completely mad. Leaving several teens bankrupt after a long hot summer of sex, drugs and rock ‘n’ roll. Big deal? Yes, actually it is. If the prices of festival tickets keep on rising there will be no more youngsters at the festivals. And who would want to see a crowd of mature mums and beer bellied dads at the summer festivals? Right…

Something had to be done. So Axion youth bank once again came to the rescue of the zit-faced part of humanity with a great festival deal.

Axioneers could get 5 euros off ticket prices of selected summer festivals.
And we did a campaign featuring 40-year old subculture icons like an emo girl and a tectonic guy making the point about the disaster that what was bound to happen if someone didn’t do anything about the ticket prices.

http://www.axionweb.be/static/NL/applications/festivals2009/home.aspx

Dexia youth index

boondoggle — Tue, 30 Jun 2009 09:20:21 UT

Being young just got more difficult than it was ten, twenty or thirty years ago. Sure, today’s teens probably have more freedom and more rights than they did back then. But they also have less money to spend and more expenses to make than their parents in their teenage wonder years.
What should a youth bank do? Bore the kids with yet another goody bag?
Or help them make ends meet with clever services that really matter?
That’s why Boondoggle created the Dexia Youth Index. Essentially, it’s the same as the regular Belgian index system of consumption prices. Only in this case, it monitors the average prices of products and services that are specifically designed for youngsters. This way, Dexia offers youngsters a tool to monitor their cost of living a decent teen life and it enables the bank to intervene where and when needed. Film tickets on a rise? Let’s do something about that. Festival tickets are too expensive? Let’s give youngsters a reduction. This way, a youth bank becomes a relevant part of any teen’s life. And not just a big company that’s waiting until they’re old enough to sell them a car loan.

http://www.axionweb.be/NL/applications/youthindex/index.aspx

Unpacking our first two Cannes Lions at Boondoggle

boondoggle — Wed, 24 Jun 2009 15:57:36 UT

Boondoggle en de Holebifederatie zetten homo-haters in het v

boondoggle — Fri, 12 Jun 2009 10:45:58 UT

67,8% van de voetballers uit eerste klasse vindt dat er geen plaats is voor homo's in het voetbal. Dat is een van de opmerkelijkste resultaten van een enquête van Sport/Voetbalmagazine bij de voetballers uit eerste klasse.

Holebifederatie vzw is verbolgen over dit resultaat en wil dan ook graag reageren. Niet enkel omdat dit opmerkelijke resultaat aantoont dat mensen nog steeds gediscrimineerd worden omwille van hun seksuele geaardheid, maar vooral om dit thema uit de taboesfeer te halen en de discussie hieromtrent levend te houden.

Gedurende enkele dagen zal de toegang tot de grootste Belgische websites (netlog.be, zattevrienden.be, axionweb.be,...) symbolisch ontzegt worden aan voetballers uit 1ste klasse. Als holebivereniging ijveren wij voor meer tolerantie op het voetbalplein. De voetbalcultuur heeft dringend nood aan meer openheid, zodat elke speler zijn eigenheid kan ontwikkelen.

Steun deze actie en plaats deze symbolische banner ook op uw website of blog door onderstaande code toe te voegen:

      //
      // JavaScript Document
      so.addParam("allowScriptAccess", "always"
      so.write("bdOverlay"
      // ]]>

Voor wie de nodig html en CSS in de vingers heeft, door de style attribute van de div met id "bdOverlay" aan te passen kan u de positionering van de overlayer op uw site optimaliseren.

[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=ckcqYGNWIj84YdEpOarV4:7Q72WNTAKBA][/url] [url=http://feeds2.feedburner.com/~ff/boonbloggle?a=ckcqYGNWIj84YdEpOarV4:JEwB19i1-c4][/url] [url=http://feeds2.feedburner.com/~ff/boonbloggle?a=ckcqYGNWIj84YdEpOarV4nMXMwOfBR0][/url]

"Eigen lof stinkt", but still...

boondoggle — Wed, 10 Jun 2009 12:35:46 UT

we can not hide that we're very happy with this boatload of CCB-hats currently sitting on our reception desk.

More background on our CCB ranking here.More background on the campaign that got us there, here.
[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=mWXln7RBgrA:iWa_9OdO_8InMXMwOfBR0][/url]

Beyond The Promise: Traffic Safety

boondoggle — Thu, 28 May 2009 15:34:52 UT

Vincent & Peter bring another of Boondoggle's quality cases: The last will of...

This is a campaign that got launched for the public sector in general. Traffic safety is most of the times funded by the government, and in this case it's no exceptions.

How to get young reckless drivers thinking as a first step to behavioral change?

Many youngsters feel that the government interferes too much in their lives
To much information of the same kind in the same context might trigger the opposite effect

Insight !: We will have to use peer group pressure in an inventive way

Insight 2: We will have to give 'means'; to the peer group to have valid arguements

Insight 3: We have to avoid being too soft and dare to talk about the real consequences

Campaign: Het Testament van...   ('The last will of...')

    Website concept: if you have some friends who drive really reckless, use this site to let them know
    what you want to inherit from them if they die.

It's a conversation starter. The reckless driver got an e-mail from his friend, alerting him that that friend claimed some of his possessions. It's hard as a rock, very confronting, especially if the last will could be signed by many people (in group) This give the peer group extra strength.

Most discussions around reckless driving happen when it's too late. Now the reckless driver is confronted with this topic while he's sober, behind his PC.

Launch: PR event at VUB university. (made TV news headlines that same day)
      Radio attention and viral clip:

Additionally: Netlog brand page / discussion forum

50 K + empty Last Will have been handed out to people during weekend awareness controls.
The Results:

    * Massive PR in the written press
    * Hundreds of conversations / discussions
    * 15 K visitors on the brand page
    * 76 K views on YouTube
    * 21K visitors on the site
    * 1777 wills have been created

The discussion is sparked, that was the purpose of the campaign.
BTP case : The Will/Het Testament VanView more Microsoft Word documents from Dominique Poncin.

[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=8CaIhWTcjrc:we0VBkzv6UcnMXMwOfBR0][/url]

Beyond The Promise: Talking Heads

boondoggle — Thu, 28 May 2009 10:03:13 UT

Bart De Waele, the man, the brand, the medium himself lights up the room to talk about something he started a little while ago: Talking Heads, Social Media Marketing.

Small introduction of: what is web 2.0 / It's about social, creating and decentralising content.

I thought it was invented by #pascalvyncke , but I can be wrong. Anyway.

Social Media engagement requires 3 steps: Listen / Facilitate / Join

1. Listen

    * Tracking tools
    * LiveStream (it happens NOW, tomorrow might be too late)
    * Analysis
    * Feedback
    * Kwantitative +Qualitative

+> Where is your target audience? Where are your ambassadors? Where are your influencers?

2. Facilitate

    * Let people create
    * Make sure they can share their creation
    * Don't try to control everything from a central location. (prepare to let go)

3. Join

    * Make sure you have a stable home base you can refer to. Social networks come and go
    * Content is a seed you plant in Social Media. By Tracking it you see it grow.

FUTURE VISION: Self-Organising Marketing Campaigns (will brands eliminate agencies ???

[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=yLW5RZ0u7i0:e57YwvOwvpQnMXMwOfBR0][/url]

Beyond The Promise: Conversation Mapping & Design

boondoggle — Thu, 28 May 2009 09:33:17 UT

Presenter: Dennis Claus (no relation to Santa) from InSites. Most influencers influence naturally. They don't do it on purpose. They live their lives and by doing so inspire or consult others. That just happens to be very impactful in some cases. The credibility is bigger because the stories stick and are authentic / genuine.

How will you indentify influencers?
How will you measure their impact?

Online + Offline conversation tracking.

Insites recruited 800 Belgians who would record their conversations around brands for a certain period in time. They had to keep a sort of diary. The first two weeks about 6000 conversations were recorded. Scaled up to the Belgian population: 25 mio brand conversations a week. That equals 25 mio opportunities to impact the tone of the conversation.

The Status of Change, and what is measured:
    I changed
    Others changed
    Everybody changed
    Nobody changed

Rules of engagement:
    OBSERVE / FACILITATE / JOIN

KPIs in a Strategic Framework
   Bashing vs Serenade
   Barking vs Bonding

Example: mohave experiment:

Bashing: if the product fails, deal with it and be honest. If the bashers are just bashing your brand for no real reason, bring them together and face them with their wrongs.

Disputable elements / non-disputable elements for a conversations. In the Bonding segment of the market, arguments are needed that are objective. (good causes etc)

In the Barking segment, you deal with 2 fan bases that argue out of a gut feeling. Very rarely 2 parties will agree. (example; StuBru vs Q-music)

Case: Dell Hell => leads to IdeaStorm initiative

New approach to conversation marketing:
    Design your questions
    Scarsity of information (don't give it all at once)
    Facilitating the conversation
[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=f_2wMB6vYeE:rv6uruIg_mwnMXMwOfBR0][/url]

Beyond The Promise: Let's Talk About Sex

boondoggle — Thu, 28 May 2009 08:31:48 UT

Jourik is going to discuss the Sensoa case, one of Boondoggle's pride ponies. Goal was to inform young people about sexuality and relations, and to become a reference, an information goldmine.

Insight 1: Young people and sex
    Previous campaigns (mostly visuals)

    Teens talk about sex. With everyone. (Friends, parents,..) All the time.
    62% finds it difficult to talk with parents.
Sensoa needed to take a position in this segment.
        1. need interesting website
        2. NOT need to be moralizing when making campaign statements
Insight 2:
    Question/Answer mechanism to approach youngsters about sexuality and relations
    Youngster want to know about sex. They Google it all the time. We think.
--> a no-nonsense approach: www.allesoverseks.be
--> The site as a point of integration

--> Forum archive of all knowledge

--> A campaign as a trigger for creating momentum

Print campaigns /
interactive 'search bar' banners /
Brand page on NetLog
Facebook / YouTube buzz
--> The results: change in the real world:
    * 84% feels better informed about sex
    * 47% finds it easier to ask questions
    * PR in written press: Media 30K euro // Production: 25K euro
    * Blogs / magazines / radio / tv ; discussions + conversations everywhere
4 minutes is the average time spend on the website
92% intends to re-visit the site

Sensoa claimed its spot within the world of youngsters
They now have a place to find anwers
Youngsters have access to more knowledge and are more confident to talk
They now have a place to discover new things

[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=NRFBIpnoL0o:-np_0mAm8EonMXMwOfBR0][/url]

Beyond The Promise - Day 3, Introduction

boondoggle — Thu, 28 May 2009 07:58:29 UT

Welcome at day 3 of this splendid seminar! Today it's all about CONVERSATIONS. Why are conversations so important? You need conversations to be able to measure change. Change is what you want to establish in the behavior or mindset of your target audience.

Most traditional communication KPIs were developed to measure "what people think". Conversations provide a metaphor to quualify what people do. Especially when people decide to become a medium and re-broadcast your message. You can speak of active consumers from the moment brands decide to become facilitators.

Important KPIs:

Search Volume (zeitgeist in search)

Social Intensity (what sparks conversations)

Net Promotor Score (which brands are worth promoting)

Social Intensity: why do some brands generate so much buzz and some don't?

Case: Whopper Sacrifice
    If you dump 10 people of your facebook friendlist, and you get a coupon for a free burger at Burger
    King. 82K people deleted 230K friends. Action blocked by Facebook after 9 days.

Some free buzztracker tools are listed. And obviously the Net Promotor Score gets another round of applause as well. (see earlier posts from this seminar to learn more about that)

Case: The Great Schlep
    Thegreatschlep.com

1.3 mio people watched the movie
30K received email from their friends
exit polls: 78% Obama voters with the Jews.
100K + downloaded the .pdf

[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=OsCx59jvVTY:I_IH2K9XODAnMXMwOfBR0][/url]

Beyond The Breeze: Cross The Promise

boondoggle — Wed, 27 May 2009 10:28:41 UT

Kris Hoet, geek merketer talks about the new balance and introduces his own brandnew model. Basically it's where context is surrounded by content, interactive and interaction. with a lot of side effects. Find @crossthebreeze to get updated on this.

Content is king. Needs to be credible. - Hollister story: Hollister is the uber surf brand, with the surfiest surf clothes around, yet if you look on the map, the factory and it's creations couldn't be more far away from the ocean shores. But the marketing story sticks and makes sense. You just have to prevent consumers from binging the company name and trying to locate the factory on a map.

Distribution is queen. The way you deliver your content became more important.
Distribution needs to be shareable, needs to be (TRANS)media and network-ready.

Curator of content: the specialist, the place to be to get THAT specific thing you look for, where you are certain of the quality.

Interaction: Availability. Conversation, Hackability. Favorability.

Your product needs to be where the consumer is, it needs to spark conversation and needs to be transformable into something that can be fitted like a tetris cube so that it blends in perfectly with the consumer's life.

Context matters. The unexpected elements in the near surroundings of the channel outlets or media carriers can very often cause your intentional message to get lost.

The new balance: today's consumer has the possibilty to create content and start making noise, equally to what marketing campaigns can produce.

Someone, hire this Kris!
[url=http://feeds2.feedburner.com/~ff/boonbloggle?a=HgZpqwgyHE4:5lO6sIfJNVcnMXMwOfBR0][/url]

Beyond The Promise: Dreamland

boondoggle — Wed, 27 May 2009 10:02:24 UT

Jesse and Stef are presenting the case of Dreamland, where gaming for parents is the key point of the campaign.

Gaming became social (ex: Wii) and is no longer something that happens between empty pizza boxes on darkened dorm rooms.

Introducing; speed course gaming for parents in the Dreamland stores. Parents could test all kinds of portable consoles and other gaming related devices. At the end of the day, participants received a certificate.

The way to reach out to the audience besides the already active store communication channels was PR. The uptake: articles in most newspapers and leading radio stations in Belgium.

250 parents enrolled.

Dreamland Speedcursus Gaming voor Ouders from Philip Tregunna on Vimeo.

Spend the budget on being interesting, not on media

90% production / 10% media
Budget 100K euro
Total media value, including PR results: 182K euro

First milestone: Parents started thinking about the concept of gaming
Second milestone: Dreamland got a relevant position in the discussion about gaming
Third milestone: Follow course on the Dreamland website.

Tap Water Project - non-profit campaign: ACT instead of PROMISE.

In 2007, the Tap Project was born in New York City based on a simple concept: restaurants would ask their patrons to donate $1 or more for the tap water they usually enjoy for free, and all funds raised would support UNICEF’s efforts to bring clean and accessible water to millions of children around the world. Growing from just 300 New York City restaurants in 2007 to thousands across the country in 2008, the Tap Project has quickly grown into a national movement. Restaurants, corporations, volunteers, advertising agencies, community groups, local governments and everyday diners participated to save millions of children’s lives.
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