AIDS is a gift we all want to avoid. To increase awareness of Belgians and motivate them to get tested, the advertising agency Emakina created a series of actions for Sida’Sos, using original, unconventional media.
We decided to convey our message in the same way as the disease spreads. We developed media carriers that can be transmitted unknowingly.
Our media campaign centered around 3 unexpected channels:
- Stickers on coins: hundreds of coins were distributed during events this summer, on festivals, and at the city ‘Apéros’, casual outdoor get togethers.
- Free Hug Stickers: at various events, people who enjoyed a good hug, carried a Sida’Sos sticker.
- Wrapping paper: an original and especially designed wrapping paper was created to wrap Christmas and New Year’s gifts. The paper contained a small message, cleverly repeated in the design. This information was only discovered when paying attention and looking at the wrapping paper up close.
These three actions clearly raised awareness of the AIDS issue in Belgium, reaching over 1.000.000 contacts and increasing the number of people tested in the country by several thousands.
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.
Emakina organised an original staff event at the Apéros de Saint Gilles.
The social meeting combined a fun get together with a positive AIDS awareness action.
Emakina’s agency developed several actions for the Sida SOS association (www.sidasos.be). This organization tries to create awareness amongst young people about aids. So the drink was a good opportunity to give the campaign a symbolic ‘thumbs up’.
A 1 euro coin is the symbolic element of the campaign. It wants to encourage young people to be screened for aids. At the drink, each participant received a 1 euro coin to pay for their drink. As this coin then travels from hand to hand, it touches all. This symbolizes the fact that we can all be infected by aids without knowing it.
Lots of shiny happy people at the Creative Club of Belgium Awards last Friday. Emakina had to be there too, of course. And we did not go home empty handed. Together with our client Schweppes, we received a Bronze Award for the 3 “Perfect Serve” spots. The work convinced the jury of our sparkle for Schweppes. They awarded us in the category Design & Craft – Audiovisual Branding.
Congratulations to our client and to Emakina’s Schweppes Team.
After a consultation round of agencies, Belgian group Montebi decided to entrust the worldwide advertising budget of its watch brand Rodania to Emakina over the next two years. Emakina will be responsible for the global 360° communication of the well-known watch brand. Emakina managed to convince Rodania with a new corporate style and a new positioning of its future communication campaigns. We will be responsible for the new poster campaigns, the new website and the different tactical and promotional activities.
