Client
Rendez-Vous.be (Groupe Rossel)
Project name
"When Yves'ke meets Joëlle" Campaign
Project link
Services Provided
- Creative concept
- Motion design and photo shooting
- Web design
- PR and buzz strategy
Results
Free registrations:
- Week 19 (start): 2.150 new reg. / week
- Week 24 (end): 3.550 new reg. / week
= +65% in free registrations
Paid registrations:
- Week 19 (start): 1.120 paid reg. / week
- Week 24 (end): 1.610 paid reg. / week
= 1.250 new paid accounts
= + 43% in paid registrations
PR results:
- 10.000 views on YouTube in 2 weeks
- Significant media coverage
Rendez-Vous.be – " When Yves'ke meets Joëlle" Campaign
Challenge
Founded in 1997, Rendez-Vous.be is the pioneer of dating websites in Belgium. As this advertiser is facing fierce competition from international players, we were entrusted to conceive an integrated campaign combining above-the-line (cinema spot, radio commercial, print, bannering) and PR/viral strategies.
The campaign message had to reflect the values and identity at the heart of the Rendez-Vous brand: lively, user-friendly, warm-hearted, Belgium-rooted and… efficient (Rendez-Vous.be makes you successful if you’re looking for a new relationship).
End goals: raise brand-awareness (communication objective) and generate new members (business objective).
Time period: 5th May – 16th June.
Execution
The most beautiful stories always start out on Rendez-Vous.be... and it even works with political leaders (Yves’ke and Joëlle M.) who just hate each other.
The media plan included:
- Bannering (AuFeminin.be, VictoireMag.be, Immoweb.be, Autogids.be, LeSoir.be, Libelle.be, Fitfixers.be, Humo.be, Milozine.be)
- Print ad (Le Soir, Guido, White Night)
- Radio commercial (Radio Contact, Fun Radio, Nostalgie, NRJ)
- Cinema spot (UGC, Kinepolis)
In addition to the ATL campaign, the cinema spot also served as the vehicle of a buzz marketing campaign using two channels: traditional press release towards mainstream media, buzz orchestrated in social media.
After publishing the video on YouTube, we sent out a real-fake press release (« Scoop: Yves L. and Joëlle M. go on holiday together ») to mainstream media. is info was picked by major newspapers (Het Laatste Nieuws, De Standaard, Le Soir, La Meuse...), which contributed to generate views on the YouTube video. This PR effort was supported by a seeding effort in social harvesters (blogs, forums, social networks, news aggregators…) targeting politics-related communities as well as more mainstream platforms.
Visit : www.rendez-vous.be