#Sharetheload – DPG’s cross-media campaign for P&G
Our first egtabite after the summer months features a creative case from DPG Media (former Medialaan in Belgium), who managed to leverage the synergy of a newly created cross-media, client-centric structure (a special creative and branded content department) illustrating perfectly how TV can accelerate the success of a content campaign.
The Belgian sales house successfully launched a cross-media branded content campaign, while at the same time raising awareness around the topic of gender equality – providing great brand visibility for their client P&G.
A client-centric approach
The innovative campaign came amid a period of structural changes for the sales house. DPG Media officially launched in May 2019, following the acquisition of the TV sales house Medialaan by the press group De Persgroep Publishing. This resulted in a unique portfolio of publishing, online media, audiovisual media and online services, which allowed DPG Media to have a client-centric structure at its core with a focus on cross-media and video.
The creative sales department within this new structure, consisting of a team of content strategists, content creators and account managers was thus ideally placed to create a campaign around the topic of gender equality to amplify P&G’s recent #sharetheload campaign.
Sharing the load
The campaign was conducted in close collaboration with strategic professionals from the client’s creative and media agency. It ran in three phrases, from Mother’s Day to Father’s Day (May to June), with a highlight in the middle of the campaign around the Champions League.
The first phase of the campaign called Don’t be a Douchebag was non-branded. It consisted of getting the conversation started about workload balance and gender (in)equality in Belgian households, through content in various newspapers, magazines and on radio stations of the DPG Media group. The conversation trigger was the result of an IPSOS survey, conducted among 1007 Belgians to find out how the distribution in household chores was perceived. The initiative proved so successful that even competing radio stations discussed this hot societal topic. A true success in terms of “earned media” coverage.
During the second phase of the campaign, DPG Media ran P&G’s global #sharetheload ad (in Belgium the brand they chose to feature in that campaign was the washing powder Dash) during the Champions league, the major football event, using various creatives in trailers to promote modern family roles, embracing the spirit of football , i.e. team work, supporter´s enthusiasm etc.
The third phase of the campaign, called Be This Guy, aimed at bringing the editorial part together with the brand. It featured new Dash ads promoting modern, slightly reversed family roles, in a topical format around Father’s Day, as well as other creative formats. For instance, Nina – a popular Flemish women’s magazine – featured a special top to tail cover page, with a very well-known Belgian couple: the woman was on the cover of the magazine and the man on the reversed cover on the other side of the magazine.
Future initiatives
Due to the great success of the cross-media campaign on the Belgian market, DPG Media plans on expanding it in other media. They will continue this campaign on social media with their in-house influencers’ agency. The ongoing phase of the campaign, named Dad Heroes, will show – alongside the Dad Solutions campaign – what it means to Be This Guy and adopt a modern role of fatherhood.
OTHER CASE STUDIES
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV
23. 5. 2024Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language)… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading EGTABITE270: #SHARETHELOAD – DPG’S CROSS-MEDIA CAMPAIGN FOR P&G
