Tijntje Louwers, Hoofd Marketing van Marktplaats: “Marktplaats is de meest bezochte autowebsite van Nederland. Met ruim 1 miljoen unieke bezoekers per maand (STIR meting) trekken we meer bezoekers dan ‘auto only’ sites als Autotrack, AutoScout of Autotrader. Met de nieuwe communicatiestrategie die we samen met Saatchi & Saatchi | Leo Burnett ontwikkelen, gaan we deze sterke positie verder uitbouwen”.

De communicatiestrategie zal zich zowel op kopers als verkopers van auto’s richten en
zal een breed scala aan communicatiemiddelen bestrijken zoals TV, PR, Social Media, on- en offline communicatie en radio. In de campagne zal onder andere naar voren komen dat je op Marktplaats iedere dag het meest verse en meest gevarieerde aanbod aan auto’s vindt inclusief auto’s met garantie.

Marktplaats is al jaren een van de populairste sites van Nederland. Maandelijks ontvangt Marktplaats ruim zes miljoen unieke bezoekers. Per dag worden 300.000 nieuwe advertenties op de site geplaatst. Particuliere en zakelijke aanbieders zorgen voor een groot en gevarieerd tweedehands en nieuw aanbod: van kleding en verzamelobjecten tot auto’s en diensten. Marktplaats maakt sinds november 2004 onderdeel uit van eBay en is gevestigd in Amsterdam.

Saatchi & Saatchi | Leo Burnett Nederland heeft zich de afgelopen twee jaar ontwikkeld van een klassiek reclamebureau tot een crossmedia reclame- en internetbureau. Het bureau werkt in Nederland onder meer voor Procter & Gamble (Ariel, Head & Shoulders, Olaz, Pampers, Max Factor, Fixodent en Eukanuba), Fiat, Lancia, Jeep, Mead Johnson Nutrition, Wagner Pizza, Douwe Egberts SENSEO, Mushroom Promotion Foundation en Hallmark.

One year on, Impossible Brief results announced in Cannes

BBR Saatchi & Saatchi Israel in partnership with the Peres Centre for Peace have announced the leading idea and 19 finalists received in response to ‘The Impossible Brief’.

The Impossible Brief began at the Cannes Lions International Festival of Creativity (2010) by issuing a call to the creative community to come up with original, creative, and inspiring suggestions for a way to bring Israelis and Palestinians closer together.

One year on, The Brief received responses from 67 nations, from many of the world’s leading agencies and best creative minds. 19 outstanding ideas were selected by a panel of international, Palestinian and Israeli judges and brought together in a limited edition book and art exhibition that launched at the 2011 Festival last week.

CEO of BBR Saatchi & Saatchi Israel, Yossi Lubaton said: “We have been overwhelmed and delighted by both the number and the quality of responses from all over the world. Looking outward from the Middle East, it is truly exciting to see the global creative community harnessed into action for a single cause, and to bear witness to the power of collaboration.”

“We are not naive in thinking that the Impossible Brief will find the solution for peace in the Middle East, but I hope with all my heart that this is the first step in bringing our two peoples closer together, and that in our lifetime we will witness better, brighter, and more collaborative times.”

Dr Aliza Savir, Deputy Director General of The Peres Centre said:“Shimon Peres founded the Peres Center for Peace with the aim of furthering his vision, in which the people of the Middle East region work together to build peace through socio-economic cooperation and development and people-to-people interaction.”

“This unique project emphasises the need to revisit traditional peace-building initiatives and to take a fresh approach to peacemaking that is reflective of the current world. Joint projects such as the Impossible Brief will show that through creativity and motivation we can develop a culture of peace.”

The leading idea selected by the judges from the 19 finalists was ‘Mutual Blood’ submitted by Jean-Christophe Royer, an award winning Creative Director at BETC, Paris, who has done courageous work previously in issues of social justice (see materials attached for full details). The idea was illustrated by Nimrod Reshef. The concept was also later submitted in a similar form by Ben Drummond and Tristan Williams, Iris, London.

Yossi Lubaton said: “’Mutual Blood’ was chosen by the judges as the leading example of the fearless creativity that defines our industry. I hope that all of the ideas will inspire others to use their own creative capabilities for the benefit of their fellow man.”

“Anyone who wishes to implement either the winning idea or indeed any of the other ideas is more than welcome to take up the challenge. We invite further discussion about the possibility on The Impossible Brief Facebook page http://www.facebook.com/the.impossible.brief.

ENDS

Voor meer informatie:
Evelien van der Bel, SAATCHI & SAATCHI | LEO BURNETT Nederland: 020 5431543

-       Stop the decrease of market share of DE Senseo pads to private labels /hard discount pads.

-       Prevent current Senseo users from switching (back) to drip filters.

Issue

People feel there’s an imbalance in the price/quality ratio between private label / hard discount pads and DE Senseo pads, and see less and less the advantage of the whole Senseo concept.

Insight

‘Sharing a coffee becomes more pleasurable if you can offer people a variety to their liking and the trusted, quality (feeling) of the DE brand’.

Challenge

Combine Senseo’s benefit of choice (variety) with the emotional DE brand feeling and product quality to create a sensational coffee experience.

Lovemark Organising Idea

Diversity inspires

What we see as a celebration of our freedom (claiming a piece of land) leads to years of suppression in other parts of the world. The best example of this is Tibet. During Queensday 2011, a day of freedom, we addressed this issue to the Dutch public and we raised awareness for Stichting Save Tibet.

Objective

Remind the Dutch public of the fact that Tibet has been occupied since decades.

Issue

In Holland we take freedom for granted, which makes it easy to forget that in other parts of the world freedom isn’t a given. Tibet has been occupied by China since 1950. The peaceful Tibetans have been suppressed and silenced in their own country.

Insight

During Queensday we celebrate our freedom by claiming a piece of land. A perfect moment to confront the Dutch public with a cry for help for the Tibetan people.

Challenge

Raise awareness for the situation in Tibet and Stichting Save Tibet (part of International Campaign for Tibet).

Issue
The target group is too busy with their own comfortable life to feel concerned with the human tragedies of others who live far away.

Insight
These people are shop-a-holics & consume-a-holics, as such stores & city centers are their “natural habitat”.

Challenge
Compare their purchasing power with emergency help.

Idea
A little bit of money HERE, can make the difference between live and death THERE.

Results
Acquaintance of 82% to 85%.
2.736 new donators.

Awards
Crowned with a Silver lion at Cannes.

Issue
Everybody takes their moving, their mobility, and their carefree-ness completely for granted. But it’s only when they cannot move because of pain that they appreciate it.

Insight
Being released from pain allows people to be freed from worrying/thinking about it, and then they don’t have to be conscious about it, or distracted by it. Then they can be carefree.

Challenge
Help people realise that being carefree is a matter of using Voltaren.

Idea
“Take control again”.