City2 – The Big Blast

Client: City2
Brand/Topic: 30 Years of City2
Date: March 2008 – September 2008
Region: Belgium

Our mission
Promote the 30th anniversary the big shopping mall named “City 2 in the heart of Brussels. Attracting a younger audience was a major concern for the client since youngsters don’t consume traditional media as they used to and City 2 needed to brighten up its image as a modern and dynamic shopping mall.

Target audience
As large as possible but mainly living in and around Brussels. Target a younger audience as well.

Our approach
The concept was about a big blast that would hit the capital of Europe. Why a big blast? To blow out the 30 candles on City 2’s birthday cake. The wind had to be as big as the event.The campaign was split into two phases: the teasing phase and the revelation.During the teasing phase we never mentioned the brand behind the campaign and we exclusively used the internet to generate word of mouth. An anonymous blog, set up for the occasion, showed 3 teasing movies about the big blast that was about to hit Brussels. For weeks, two dedicated community managers kept teasing visitors, asking them who could be behind this campaign.Other influential bloggers were sent a small box with a teasing leaflet and a small USB-powered fan. Soon they would pick up the story of this mysterious wind and write about it creating even more rumour. The movies were so teasing and the seeding of the campaign so successful that one of the movies even made it on prime time television in France. Brussels TV came for an interview at our agency to try to find out which advertiser was hidden behind this buzz.

In a second phase everyone was informed about who was behind this buzz.  Magazine and daily printed press announced City2’s 30th anniversary and an big event was organised for the occasion. The campaign extended to billboards, bus and tram shelter media, and was locally supported by a street guerrilla action. Some cars were turned upside down in the street in front of the shopping mall.

Media used

  • Viral movies
  • Social media
  • Third party blogs
  • Billboards
  • Print and newspaper ads
  • Event
  • Guerrilla marketing
  • Campaign website
  • Campaign Blog
  • Radio
  • PR
Services Provided

  • Strategic and creative consulting
  • Art direction
  • Copywriting
  • Movie scenario design
  • Graphic design
  • Desktop Publishing
  • Web design and programming
  • Monitoring of online statistics
  • Event management
  • Account and management