Emakina’s case “Test-Achats / Test Aankoop” won a bronze medal at the MIXX 2011 awards.
The campaign for the leading Belgian consumer association was one of the 18 finalists in the category ‘Direct Response and Lead Generation’. Out of a total of 63 participants, winning the bronze award is a fine recognition of the creative angle and the smart execution of this campaign.
The action focused on giving back the power to the consumer to protect his rights. How? With “50 Lawyers at their side”, people no longer need to be frustrated and helpless when they feel cheated by a company or a service. Now they can fight back and win. In Flemish and in French of course…
The campaign team opted for the strategy to pull instead of to push, create a community of consumers who now – thanks to Test Achats – stand up for their justice, with 50 lawyers at their side.
Over a period of 8 months over 12 000 complaints were filed. The special website continues to attract interest and today the counter stands at 17 806 complaints filed. Power to the people! The once ‘hidden’ added value of the consumer association now is one of their main weapons to prove their value in the competitive market for the consumer’s attention and respect.
The campaign received an ‘approved label’ of the European consumer association ‘Euroconsumers‘ and the success is being exported, to Spain, Italy, Portugal and Brasil.