A campaign by Visit Flanders, the Belgian region’s tourist organisation, and agencies Ogilvy and Social Lab Belgium, has won the Grand Prix at 2018 EACA Euro Effies, held last night.
The campaign created a poignant emotional connection between the experience of World War I and potential visitors, with a statue of a soldier made of mud that dissolved in the rain.
The context for the brand was complicated. Not only were visitor numbers declining, but the organisation was working in an atmosphere of fear; following the lockdown of Brussels in 2015 and the co-ordinated attacks that took place in 2016, travelers were switching their plans to elsewhere.
Using the symbol of a Mud Soldier, an ephemeral statue of an allied soldier, made of the mud from the Passchendaele battlefield, the organisation was able to gain massive exposure on earned channels – especially among its target baby boomer audience – supplemented with paid media.
The results were impressive. The campaign grew unique visitors by 15%, drove nearly €1.5 million in incremental ticket revenue and generated €6.95 for every €1 spent.
In addition to the Grand Prix, the jury awarded three gold awards, two silvers, and five bronzes.
Gold Euro Effies went to: The Forgotten day of Freedom campaign, by agency Triad for O2 in the Czech Republic
Closer than you think, by Wunderman Antwerp for Child Focus organization, Belgium
How a little charity grew its revenues and saved more art by thinking big, by Mullen Lowe London for the Art Fund, UK.
All winners will be published soon on the EACA Euro Effies website.
