Komen Eten is the Flemish version of Come Dine With Me, a format that is broadcast throughout the world. Everyone knows that at the end of the evening contestants give points in the back of the car that drives them home. This particular situation was used to create a surprising online commercial for the BIVV, the Belgian Institute for Road Safety. Ad agency, Proximity launched the movie with the title “The first zero in Komen Eten” and had it posted on the YouTube channel of Vier, the network that broadcasts the program. This way the surprise was complete for unsuspecting viewers. Now discover it for yourself.
He gave the restaurant a 7 and we give him a 0 for safety.
All the national media, online and offline, picked up the movie immediately. Facebook and Twitter joined in. Even the federal police tweeted the video. Two days after the launch it was still the top video on Twitter and YouTube.
Credits:
Advertised brand: Online
Advert title(s): The first zero in Komen Eten
Advertiser: BIVV
Advertising Agency: Proximity BBDO Belgium
Creative Director: Chris Goossens
Art Director: Thierry Wiebking
Copywriter: Bart Van Goethem, Robbie Cap
Managing Director Client Service: Isabel Peeters
Marketing Manager: Jochen Lysebettens
Online editor: Robbie Bardijn
BIVV contact: Tom Dedecker