Emakina Academy #11 : Rendez-Vous.be integrated campaign An event organised by Emakina, the largest full service interactive agency in Belgium (www.emakina.com).

1. Rendez-Vous.be
integrated campaign
Brice Le Blévennec
President
Emakina Group

2. About Rendez-Vous.be
• Pioneer of Internet dating in Belgium (founded in 1997)
• Part of Net Events Media, subsidiary of Groupe Rossel
• 100.000 active profiles
• 40.000 unique visitors/day

3. Campaign Briefing
• Integrated campaign combining above-the-line (cinema spot, radio
commercial, print, bannering) with PR/viral tactic
• Reflecting the brand values and identity: lively, user-friendly, warm-
hearted, Belgian-rooted and… efficient (Rendez-Vous.be makes you
successful when you’re looking for a new relationship)
• Capitalizing on Rendez-Vous.be history (celebrated its 10th birthday
in 2007)
• End goals: generating brand-awareness and new registrations
• Time period: 5th May – 16th June

4. Creative Concept
• The most beautiful love stories aways start on Rendez-Vous.be...
and it even works with political leaders who just hate each other.
• Proof of concept with Yves’ke and Joëlle...

5. ATL material
• Bannering (AuFeminin.be, VictoireMag.be, Immoweb.be,
Autogids.be, LeSoir.be, Libelle.be, Fitfixers.be, Humo.be,
Milozine.be)
• Print advertising (Le Soir, Guido, White Night)
• Radio commercial (Radio Contact)
• Cinema spot (Kinepolis, UGC)

6. Bannering

7. Print Advertising

8. Cinema Spot

9. PR 2.0 Strategy
• In addition to the ATL campaign, the cinema spot also
served as vehicle of a buzz marketing campaign using 2
channels:
• Traditional PR based on a real-fake press release
(« Scoop: Yves L. and Joëlle M. go on vacation
together »)
• Buzz in social media through seeding in social
harvesters (blogs, forums, news aggregators…)

17. Results
Free registrations
- Week 19 (start): 2.150 new registrations / week
- Week 24 (end): 3.550 new registrations / week
= +65% in free registrations
Paid registrations
- Week 19: 1.120 new paid registrations / week
- Week 24: 1.610 new paid registrations / week
= 1.250 new paid accounts
= + 43% in paid registrations
PR results
- 10.000 views on YouTube in 2 weeks
- Significant media coverage
-
…and an obvious source of inspiration for some colleagues of Yves’ke and Joëlle

19. Thank you!
Any question?
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