News from Duval Guillaume

A call for change in digital marketing

Antwerp/Brussels, April 27th, 2010 - Duval Guillaume today announced the launch of Duval Guillaume Modem, the agency’s new interactive expert unit. Duval Guillaume Modem will be dedicated to creating and managing interactive brand experiences and relationships, through an innovative relationship platform approach.

Giving advertisers more value for money

“The demand for digital solutions that create value is growing rapidly”, says Klaus Lommatzsch, CEO Duval Guillaume. “Creating Duval Guillaume Modem allows us to offer our clients a powerful solution to integrate the digital offering in such a way that it contributes to their overall business success. Powered by our interactive know-how and relevant creative excellence made by Duval Guillaume, Duval Guillaume Modem has the scope to set a new kind of connected agency.”

Johan Van Mol, Managing Partner Duval Guillaume Modem adds: “Today, a lot of energy and money is lost in campaign-based ad hoc marketing. Duval Guillaume Modem calls for a change. We believe that brands can only establish value-creating relationships with customers through progressive relationship platforms that continuously improve based on market and consumer insights, stakeholder interaction and metrics. We are convinced that well-managed relationship platforms have the ability to become true assets to a brand.”

Progressive Relationship Platform®

Progressive Relationship Platforms® are a new dynamic way of looking at how brands connect with their stakeholders in a digital world. In essence, a Progressive Relationship Platform® is composed of a strong brand idea and an effective digital architecture that supports and carries the idea and the brand. A Progressive Relationship Platform® is a true asset to a brand, because it grows and becomes stronger over time. Platforms connect people and brands by means of conversations, entertainment and information.

Progressive Relationship Platforms® also need intelligent strategies to be effective in connecting the brand to its customers and allowing for a continuous feed of the platform. Today, consumers use fragmented media, control the conversation and have more impact on a brand. A one-way connection strategy is no longer relevant.

Duval Guillaume Modem, part of Duval Guillaume

Duval Guillaume Modem is an expert unit of Duval Guillaume next to the other units Duval Guillaume Antwerp (through-the-line advertising) and Duval Guillaume Brussels (through-the-line advertising), Duval Guillaume Dialog (CRM, direct marketing and brand activation) and Duval Guillaume Corporate (corporate branding, employer branding, reputation management and PR, publishing). Duval Guillaume Modem is headed by Johan Van Mol (Managing Partner), Lansen Walraet (Creative Director) for the Antwerp office and Kris Hoet (Head of Digital Strategy) and Peter Ampe and Katrien Bottez (Creative Directors) for the Brussels office.

Duval Guillaume Modem will also represent the international Modem network in Belgium. Modem is the worldwide digital experience agency network of Publicis Worldwide, active in 40 countries and counting 2500 employees.

With a new African campaign, Brussels Airlines wants to stress its superior service. In a 60” tv-commercial we see a stewardess performing her typical kindness and service in everyday situations on the ground. We see her bring coffee to a guy stuck in straffic or giving a small toy to a child looking bored during a museum visit. Every time the people react pleasantly surprised when seeing the stewardess appearing out of nowhere. The series of scenes is concluded with the line : “The kind of service you only expect in the sky”, followed by the logo of Brussels Airlines. The commercial is currently shown on CNN and TV5 in Africa.

Other magazines might blow out some candles when celebrating their birthday. But when Ché – Belgiums favourite Men’s Magazine – celebrates it’s 10th anniversary they allow everybody to blow something much more interesting: skirts!

Try it.

In Belgium we have a good habit of eating something sweet with our coffee. Preferably a Lotus caramelised biscuit.

Lotus Bakeries now has the ambition of turning this Belgian habit into a worldwide way of drinking coffee. They start the new international campaign during the world expo in Shangai, showing coffee and Lotus as a perfect match. In their homecountry, Lotus Bakeries already started a nationwide tv-campaign reminding everyone it’s best to have a lotus caramelised biscuit (speculoos) when you’re drinking your coffee.

For Solvay (www.solvay.com), an acclaimed international industrial Group active in Chemistry, the corporate communication division of Duval Guillaume came up with a pretty idea for promoting one of Solvay’s main partner projects: ‘Solar Impulse’ ( www.solarimpulse.com).
In a world depending on fossil energies, the Solar Impulse project is a paradox, almost a provocation: it aims to have an airplane take off and fly autonomously, day and night, propelled uniquely by solar energy, right round the world without fuel or pollution. An unachievable goal without pushing back the current technological limits in all fields…
Another example on how innovation should touch all of our ‘flying’ hearts.

News site Vandaag.be has found a new way to share articles. Every visitor can go to the site, choose an article and then read it like a real newsreader. By using your own webcam and with the help of a computer auto cue, you can choose a professional studio or your own place as background. A news jingle is added to every news item. By recruiting newsreaders, Vandaag.be wants to stress that they bring news people want to share.

Read all the details about the campaign right here.

To promote a new series of world biographies of De Morgen newspaper, we created facebook profiles of famous people. Through the facebook status we spread quotes and photo’s featured in the biographies. We also announced the release date of each book and triggered discussions by commenting on things happening in the world. If you became a facebook friend of Nicolas Sarkozy or Fidel Castro, you could learn to know them a bit. But only by getting the biography you learned to know them really well.

As part of the sales promotion campaign during the Brussels car show,
Alfa Romeo has converted 50 bus shelters around Belgium into free classified ad hoardings. After all, since a new Alfa Romeo is now so cheap, you’ll want
to be getting rid of your current wheels pretty quick.

More pictures here.

In a new tv-commercial for Telenet digital tv, a guy named Patrick tells us how it feels to play an extra in films and series. He tells us that more people start recognizing him in the street, which is pretty cool. According to him this is the result of more and more people switching to the outstanding image quality of Telenet digital tv.

For the commercial a real extra was used. The lead actor who greets the extra, is Roel Vanderstukken, a famous Belgian actor and ditto singer.

As part of a sales promotion campaign this ambient stunt in Belgium’s
busiest shopping places illustrates just how easy it is to buy an Alfa Romeo
Mito when the price is incredibly reduced. The headline reads ‘Your chance
to own an Alfa Romeo’ and invites people to discover all the reduced prices
at Alfaromeo.be.

More pictures here.