Every year in Belgium the IAB Mixx Awards honor the best cases in digital marketing. This year they asked us to apply the digital philosophy to their award show.

First medieval concept of award shows we wanted to change were the goodiebags. Mostly you end up carrying a bag that weighs more than the awards you might actually win, so we introduced the ‘digital goodiebag’. A more relevant, more eco-friendly and much more efficient promotional tool for sponsors.

Another tradition after the awards being handed out is the party. To practice what they preach we digitalized the party and introduced the ‘Tweejay party’, a party where the entire audience becomes a deejay.

Young parents all over Belgium rely on Nutricia babyfoods every day. And now, Nutricia has found a way to support mums even before their baby is born – with Baby Connection: a unique iPhone app that helps gets the dad more involved in the pregnancy.

Baby Connection works best when you use it as a couple. There’s a mum version and a dad version – and everything each parent adds is automatically synced with their partners’ phone. The app can even transform two iPhones into one big screen.

Have a look at the demo to see how it works:

To launch Baby Connection, we came up with a campaign that’s as unique as the app itself. Have a look at what we did here:

Broekzakbellen… Though we can’t translate this Dutch word we invented, you are probably familiar with the phenomenon: you forget to lock your mobile phone, slip it into your trousers pocket and accidentally call the first person in your contact list.

Duval Guillaume has used this insight for a groundbreaking new way of fundraising. We asked the public to insert A Blind Call at the top of their contact list in their mobile phones.

So, next time you’ll call someone by accident, you don’t disturb Ann, Agatha or André who used to be the first contact in your list, since A Blind Call will be on top. Even better, with every Blind Call you donate a small amount of money to the Belgian League for the Blind.

One week after launching this concept thousands of people made a blind call, some even on purpose. This way the community supports the league for the blind. The campaign had a surprisingly large coverage in newspapers as well as on the web.