Launch of the new American TV channel, TNT in Flanders, Belgium. Their tagline: 'we know drama.' Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell.

Triggering the unstoppable curiosity of people, we placed a big red push button on the average Flemish square of an average Flemish town. The sign with the button invites people to 'push to add drama'. And then we waited. People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end a big cloth unfolds saying 'Your Daily Dose of Drama. From 10/04 on Telenet'.PR: we set out to solve a new brand launch with a PR-approach by getting people and press to talk about it instead of buying media. So we had to deserve the attention instead of buying it.

1. Launch and build instant awareness among the target audience and press for the new American TV channel, TNT is Flanders, Belgium.2. Aim to connect a new TV channel (TNT) and its specific brand promise (drama) in the minds of people.

Triggering the unstoppable curiosity of people we placed a big red push button in the average Flemish square of an average Flemish town. The sign with the button invites people to 'push to add drama'. And then we waited.People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end, a big cloth unfolds saying, 'Your Daily Dose of Drama. From 10/04 on Telenet'. Telenet is a provider of digital television in Belgium.

The campaign was launched mid April. But this is what happened in less than 1 week:- More than 29m views on YouTube- More than 250,000 'likes'-More than 3.8m Facebook 'shares' (the second-most shared commercial ever, and counting)- More than 120,000 tweets (even Chuck Norris tweeted about TNT)- More than 2,500 blog posts- Massive media attention: national and international worldwide- And a hilarious Lego-parody...

TNT’s tagline is 'We know drama'. Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell and directly engage them in the brand promise (drama). So we went for a PR approach rather than a paid-media approach.

The launch of the new American TV channel, TNT in Flanders, Belgium. TNT is a high quality entertainment channel that delivers fresh series, acclaimed films and insightful real life stories. Their tagline: We know drama.TNT’s brand promise is ‘TV worth talking about’. Our assignment was to make a launch campaign worth talking about. So a PR approach was recommended.