2009 Winners & Shortlists

ETERNAL MOONWALK

Advertiser	STUDIO BRUSSELS
Product	RADIOSTATION
Entrant	MORTIERBRIGADE Brussels, BELGIUM
Type of Entry:	Product & Service
Category:	PUBLICATIONS & MEDIA
Title:	ETERNAL MOONWALK
Advertiser/Client:	STUDIO BRUSSELS
Product/Service:	RADIOSTATION
Entrant Company:	MORTIERBRIGADE Brussels, BELGIUM
Sales Promotion/Advertising Agency:	MORTIERBRIGADE Brussels, BELGIUM
Creative Credits

Name	Company	Position
Jens Mortier/Joost Berends/Philippe Deceuster	Mortierbrigade	Creative Directors
Arnaud Pitz	Mortierbrigade	Copywriter
Sebastien De Valck	Mortierbrigade	Art Director
Patricia Vandekerckhove	Mortierbrigade	Producer
Stephanie Zimmermann	Mortierbrigade	Strategy
Peter Claes	Vrt	Marketing Manager
Jan Van Biesen	Vrt	Head Of Studio Brussels
Katrijn	Vrt	Marketing Assistent
Pascal Leroy	Group94	Ceo

Details

Describe the brief from the client:

On June 25th 2009, Michael Jackson, the king of pop, died. This was one of the biggest losses of the century for the music industry. Studio Brussels, a major Belgian music radio station, wanted to pay tribute in order to create a stronger connection with all those people who loved and still love Michael Jackson and in doing this promote studio brussels as the ultimate music channel

Describe how the promotion developed from concept to implementation:

We gave the fans the chance to pay tribute to their idol. We used his most famous dance move : the moonwalk and created eternalmoonwalk.com A website, where people could easily upload their own version of the moonwalk. By putting the videos side by side, we created the never-ending moonwalk.

Describe the success of the promotion with both client and consumer including some quantifiable results:

The website promoted studio Brussels. 100.000 Belgians visited the Studio Brussels website and became fans. On social media we read that “only Studio Brussels could have done something like this”, which proves that it is the reference in radio stations The most tweeted subject in the world during 3 days. More than 3.160.000 unique visitors from nearly every country in the world. Global news coverage. From national networks to CNN. More than 15.000 films uploaded, amounting to more than 45 kilometers of moonwalk. 1.850.000 google search results. More than 120.000 blogs reported on it. And many many proud listeners

Explain why the method of promotion was most relevant to the product or service:

Studio Brussels is the most important music radio station in Belgium. We wanted to prove that we understand better than anyone else what the king of pop had meant to the music business. We were able to commemorate Michael Jackson with modesty and humility by letting his fans express their tribute. We positioned Studio Brussels once again as the reference in Belgium, and created online fans all over the world.