Emakina Academy #11 : I Need To Go, the first Internet toilets

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Emakina Academy #11 : I Need To Go, the first Internet toilets

An event organised by Emakina, the largest interactive agency in Belgium (www.emakina.com)

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Emakina Academy #11 : I Need To Go, the first Internet toilets

  1. 1. I Need To Go, The First Internet Toilets Brice Le Blévennec President Emakina
  2. 2. 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
  3. 3. 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…
  4. 4. 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.
  5. 5. 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).
  6. 6. I Need To Go, The First Internet Toilets
  7. 7. 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…
  8. 8. I Need To Go, The First Internet Toilets De Standaard
  9. 9. I Need To Go, The First Internet Toilets Le Soir
  10. 10. I Need To Go, The First Internet Toilets De Morgen
  11. 11. I Need To Go, The First Internet Toilets Knack
  12. 12. 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…
  13. 13. I Need To Go, The First Internet Toilets Awards •  Public Voice's Winner - quot;Rich Media Avertising: B2Cquot; 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
  14. 14. Thank you! Any question? 16

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