For Proximus, the challenge was to create an efficient campaign for a verry niche target, geographically spotted around Liège, within a very short time frame and an verry low budget. A playful sequential strategy was conceived, axed upon a “conspirator” type approach articulated around relationship networks, immersive video, quizz and social networks. This allowed Proximus to double its sales within 3 months.
The Mixx Awards are a result of the collaboration between the Belgian IAB, the International Advertising Bureau, and Best of Publishing, editor of the Inside Magazine. The Mixx Awards aim at rewarding those digital and interactive campaigns that reached their communicational objectives. The criteria of attribution take into account the observed links within the project between creativity and efficiency.
The winners were named by a professional jury of prominent sector professionals. In 2008, the jury consisted out of 1 president, 4 advertisers, 2 publishers, 2 media agencies and 2 creative agencies : Jo Caudron (ONE Agency & Jury President), Yannic Beckers (Paratel/VMMa), Jean-Michel Depasse (Mindshare Interaction), Wim Walraevens (Duval Guillaume), Michel Mabille (IPM), Clo Willaerts (Sanoma magazines), Fabienne Gyselinck (Eurostar), Benoit Lips (LBi Belgium), Paul Daels (KBC), Michon Van Doorn (Unilever) en Diane Faynsztein (Nestlé).