Two Flemish LVTPR campaigns will be competing for a prestigious SABRE PR Award on 23 May, 2018. Every year, The Holmes Report hands out these awards for remarkable branding, reputation and engagement campaigns within the EMEA region. In the guerilla marketing category, more than forty experienced marketing communication people nominated our case for Vluchtelingenwerk Vlaanderen. Our Ultimate Ears case was nominated in the regional Benelux category.
For Vluchtelingenwerk Vlaanderen, LVTPR Belgium came up with a campaign to raise awareness for the Refugee Walk. The revenues generated by this forty kilometer walk – meant to let people experience what it’s like to cover large distances as a refugee – is donated to the refugee centers in Belgium. Goal of the campaign: to find participants and sponsors for the Walk and at the same time raise awareness for the refugee topic.
Karolien Hessels, managing director of LVTPR Belgium: “Our strategy consisted of creating a broad platform to generate as much attention as possible for the refugee topic. We did so by applying a creative guerilla technique. We dressed well-known statues in various Flemish cities as refugee. Together with a carefully thought out PR, social media and influencer strategy, this generated an enormous amount of attention in traditional media and on social media. For Vluchtelingenwerk Vlaanderen, this resulted in up to thirty percent more participants and fifteen percent more sponsoring than the previous year.”
Our other challenge was launching the WONDERBOOM, Ultimate Ears’ new speaker. Seeing as both the market and the tech media landscape already knew quite a few speakers, this launch asked for a creative angle. LVTPR happily accepted the challenge and positioned the brand as the shockproof party starter.
Karolien Hessels: “Using a gigantic mobile party ball pit, we invited lifestyle journalists to personally test the product’s shockproof qualities. Social media influencers were sent a piñata. The contents: several party essentials, including a WONDERBOOM. Upon smashing the piñata, the WONDERBOOM was able to prove its shockproof qualities. This angle offered media and influencers original content, leading to fantastic exposure. The campaign had a reach of thirty million, which meant our client was more than satisfied.”
An overview of all nominees can be found on the website of the SABRE PR Awards.