Chateau Frank
Client: Marktplaats
250.000 people engaged by viral entertainment. Awareness lifted with
15% and the concept was broadcasted
on RTL4!
1. Challenge
Our challenge was to raise top of mind awareness with 6% and to increase the number of placed free and paid classified ads with 50.000 for eBays subsidiary Marktplaats with a viral campaign among a broad Dutch audience.
2. Strategy
Insights: we need to create an entertaining but educational viral game mechanism in which we engage the target audience so they can learn how easy it is to make extra money with Marktplaats.
3. Concept
We created the fictional character: Uncle Frank. This solitary Millionaire had passed away and had left an enormous inheritance in his French castle Chateau Frank. In an addicting game people could enter Chateau Frank, play and win Uncle Franks great collection of goods.
4. Use of media
We earned massive attention by the launch of an ATL and BTL guerrilla campaign: a public notary called for action in newspaper classified ads and outdoor posters: Attention! We are looking for the heirs of Uncle Frank. Please claim your castle. Visit ChateauFrank.nl for more info.
5. Results
In 60 days over 250.000 people played Chateau Frank over 600.000 times. The campaign created huge buzz and a tremendous viral effect. Awareness increased with 15% and the number of placed classified ads did not hit 50.000 but over 90.000.
6. Remarkable
Chateau Frank was presented as an example of most compelling interactive concept on RTL4, the leading Dutch TV Network.
Chateau Frank
Client: Marktplaats
250.000 people engaged by viral entertainment. Awareness lifted with
15% and the concept was broadcasted
on RTL4!
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