JIWOO KWON
SPY on your international colleagues
Role: Advertising Strategist / Participation: 60%
Problem: Advertising Week Europe's main objective was to gather advertising professionals from all over Europe.
However, most of the attendants were coming from UK, or even only from London.
Solution: Concentrate the campaign around two major European capitals - Paris and Brussels.
Why these two cities? Proximity and accessibility.
1. Invitation to our target audience : decision makers
Inside the envelope a secret message along with a pair of paper glasses that will enable the target to read the following :
2. Email Marketing
To ensure that we grab attention of the target audience and that the invitation letter and glasses were well received,
email marketing will be as follows :
3. Mobile Pop up Billboards
Located in the area of the agencies' offices, the targets will be constantly reminded - first the invitation then the posters.
REMINDER EMAIL
BELGIUM
FRANCE
Highlighting the secrecy, only those with the 3D glasses are able to see the ad posters.
▶ Intriguing other colleagues who didn't receive the invitation for more interest.
A. ENGLISH VERSION
B. DUTCH VERSION
C. FRENCH VERSION
Different posters for Paris and Belgium
4. Eurostar Experience
A. Fake Identities
On one of the carriages, a fake idenitity lanyard that has half a QR code will be under the seat. Target audiences need find their allies that has the other half of the QR code in order to get a free drink.
▶ Enabling natural networking
B. Bar
Special bartender that makes 'secret cocktails' with the choice of alcohol or non alcohol.
C. Eurostar Magazine
Using the existant Eurostar magazine, a special edition for the Advertising Week Europe carriage with the information and promotions related to the Adveritisng Week will be placed.