ACC: From Zero to Hero

This case study describes a campaign by the Belgian Association of Communication Companies, an industry association, which sought to convince marketers that direct marketing was still useful.

ACC: From Zero to Hero

BBDO/TBWA/Ogilvy/Dallas

Background

In 2011, ACC (Belgian Association of Communication Companies) and it's sponsor bpost (Belgian Post Service) realized Direct Marketing (DM) was no longer top-of-mind in the Belgian advertising industry.

So the brief was to give DM a boost in Belgium by showing that DM can be creative and by stimulating agencies to be more creative in DM in the future. A brief that 4 people from 4 different Belgian agencies worked on after agency hours.

National context of the campaign

The proof of success for communication companies has always been through winning awards. Belgian...

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