Cannes Lions

UNIVERSITY COLLEGE

HEAD OFFICE, Herent / KATHOLIEKE HOGESCHOOL LEUVEN / 2010

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Overview

Entries

Credits

Overview

Execution

Instead of professional promo people or actors, we opted for a team of “senior-senior” volunteers. We sought and found 86 year-old twins in the city of Leuven, who wanted to lead the oldest promo team in the world.

The team went out on the street flyering and talking to the target audience about the info day and the importance of a good education. They charmed and convinced everyone – even the most cynical couldn’t resist. Aside from the street campaign, we ran posters, online bannering and e-mails – also featuring the members of the oldest promo team.However, most visibility came from the spontaneous press coverage. The oldest promo team in the world became a hot item in the press, locally as well as nationwide.

Outcome

• More than 1000 people visited the info day> Cost per acquisition: €10,307 per visit• 110 people enrolled at the info day, for an education at KHLeuven> Cost per acquisition: €103,07 per enrollment• ROI: 6303% (€6.000 revenue per enrollment)• Free publicity: articles and interviews with the oldest promo team appeared in national and regional dailies, on tv and blogs

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