I Need To Go,
The First Internet Toilets
Brice Le Blévennec
President
Emakina

I Need To Go, The First Internet Toilets
Campaign Briefing
• Belgian surfers are heavy users of e-banking: 54% use online
banking facilities to manage their private account (InSites BIM,
2006)
• ING entrusted us for a groundbreaking viral campaign to promote
the Lion Account, a bank account that is totally free of charge
• Communication objective: set ING bank as the leader of the
« free » world
• Marketing objective: reach cost-conscious, Internet-savvy
customers who are constantly looking for the cheapest online
bank account

I Need To Go, The First Internet Toilets
Website
On the Internet, everything is free: sending messages, reading
news, watching video… Everything, but the toilets. Thanks to « I
Need To Go », this shortcoming has been definitely rectified…

I Need To Go, The First Internet Toilets
Toilet Widget
• Widget? A small piece of sotware dedicated to one specific
purpose (checking airline schedules, receiving news in real-
time…).
• Bloggers had the ability to embed the Internet toilets on their
own blog through a simple copy-paste of a HTML snippet.
• You were also able to implement this widget on your Facebook
profile or on your MySpace account.

I Need To Go, The First Internet Toilets
Display ad campaign in the blogosphere
• In addition to the viral effect triggered by the widget, we also
ran an advertising campaign on the most influential Belgian
blogs.
• This campaign was based on the portfolio of Adhese, an online
sales house specializing in blogs and social media (see
examples next slide).

I Need To Go, The First Internet Toilets

I Need To Go, The First Internet Toilets
PR strategy
• As part of the buzz generation, we also launched a PR
campaign aimed at mainstream media.
• This resulted in coverage by major Belgian newspapers
and magazines
• A few examples…

I Need To Go, The First Internet Toilets
De Standaard

I Need To Go, The First Internet Toilets
Le Soir

I Need To Go, The First Internet Toilets
De Morgen

I Need To Go, The First Internet Toilets
Knack

I Need To Go, The First Internet Toilets
Campaign Results
• 420.000 visitors in two months: 350.000 on the widget and
70.000 on the website.
• Media value of PR campaign : 36.000 euro (Auxipress
certification).
• More than 300 links to the toilets website in the
blogosphere.
• And a lot of recognitions worldwide…

I Need To Go, The First Internet Toilets
Awards
• Public Voice's Winner - \"Rich Media Avertising: B2C\"
category, Webby Awards 2008
• Best Bank Rich Media Online campaign, IAC Awards 2008
• Bronze Award - Interactive Campaign category, Belgian
Cyber Lions 2008
• Bronze Award - Advertising Online category, Horizon
Interactive Awards 2008

Thank you!
Any question?
16