Radio station Studio Brussels is a rather small music channel in Belgium. Every summer they are present at all major music festivals, but with a modest budget. This year their challenge was to reach their target audience amidst big spenders like Coca-Cola, Vodafone and Toyota.
We created something that shows Studio Brussels understands the festival-spirit and really cares about its audience.
We created a cushion, which looked exactly like a cow’s droppings. The Sitshit was for sale at every major summer festival for just 2 euros. The campaign was entirely built around the sitshit itself. We had it promoted by Belgium’s most famous financial guru on television, radio, online and print.
It was a gigantic hit. For each festival Studio Brussels supplied a couple of thousand cushions, which were all sold out in minutes. People lined up in long queues so they could get their own copy. On top of that the sitshit got a lot of free press and was even admitted in an exhibition of the Belgium Design Museum. By the end of summer everyone knew about the sitshit … and Studio Brussels.
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