Cannes Lions

DIGITAL TV

DUVAL GUILLAUME, Brussels / TELENET / 2010

Awards:

2 Bronze Cannes Lions
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Film
Presentation Image
Film
Film
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Overview

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Credits

OVERVIEW

Description

People know the advantages of digital TV, but the majority hasn't made the switch yet. The challenge was to convince this majority that they really miss out on something. We took the live pause button as an important feature of Telenet digital TV, but instead of talking about it, we actually showed its advantages in an interactive TV-spot.

Execution

We took an exclusive nude photo of TV babe Evi Hanssen and put it for exactly 1 frame in an TV commercial. Viewers with telenet TV could push the pause button and enjoy Evi Hanssen, the others only new they were missing out on something. The spot massively triggered people to search for the movie online. We seeded the movie on a single platform but it spread like wildfire when online communities re-posted it across numerous video channels.

Outcome

Only one hour after the commercial was aired, blogs reported about the stunt, the spot got over 299,000 views on YouTube in less then a week and photos of Evi popped up everywhere. One week after the spot aired, Telenet and Evi Hanssen returned more hits on Google than Paris Hilton and Britney Spears during their Circus Tour in Belgium.

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