Campus tourKBC

Create an event experience based on the running KBC youth campaign, with a strong focus on brand awareness and data capitation

Briefing

In collaboration with VVL BBDO and Proximity BBDO, Navajo created a 360° approach for the annual KBC youth communication campaign. We transformed the campaign, next to a summer festival tour, in a student campus tour

Central idea

Central ideaEach time a central theme was used and adapted to specific student environments

These student environments were found in student Kick Off events from large university cities in Flanders: Brussels, Antwerp, Ghent, Bruges, Kortrijk, Hasselt and Leuven

Central idea

The tours took place in October

(= start of the school year)

There was a potential reach of approximately

25.000 students

Results2006

Photo on Card: people had their picture taken. This picture was printed on a bankcard and emailed to them

In collaboration with JIM TV there were 7 stops with 4970 participants (382 each day)

Results2007: “KBCsponsorockt.be”: people had a pillow fight. The winner could win a fatboy. There were 7 stops with 1276 participants (182 each day)

Results2008: “Haal meer uit je aquarium”: people had their picture taken in the campaign visual of an aquarium. They could catch different fishes in a whirlwind cube. There were 5 stops with 2203 participants (440 each day)