Brussels Airlines uses blocked content videos in a campaign signed by BBDO Belgium

Ads, Advertising

Brussels Airlines wanted to promote its flights to France and aimed to reach the French speaking Belgians. That is why the airline reached BBDO Belgium and, together, they used the blocked content screens in videos to achieve the goal.

40% of the French speaking Belgians watch TV programs that are broadcast in France rather than those broadcast in Belgium. When a viewer misses an episode of his favorite TV programs, he can watch it later, online, which seems very easy, but only if you live in France. Otherwise, Belgians only get to read “This content is not available in your country.”

Brussels Airlines saw an opportunity and used these blocked content videos as the medium to relay their message and made a campaign telling Belgians to “Go where this content is available. Fly to France.”

When they clicked through, Belgians could directly book their flight. The Blocked Content Banners reached a click through rate of 14,58% which is almost a 100 times better than a traditional banner campaign.

From Brussels Airlines, working on the campaign was Stijn Martens, Advertiser Supervisor, while the team from BBDO Belgium included:

  • Creative Director: Sebastien De Valck & Arnaud Pitz
  • Art Director: Jutta Callebaut
  • Copywriter: Jutta Callebaut
  • Account Supervisor: Isabel Peeters