ACC - We want you in NY

In 2011, bpost and ACC
(Belgian association of
communication companies)
realized DM was no longer
top-of-mind in the Belgian
advertising industry. Proof of this
problem: there were zero Belgian
entries at the 34th International
John Caples Awards.
In order to bring DM back
top-of-mind, we wanted to
motivate the Belgian advertising
agencies to participate at the
35th International John Caples
Awards in New York.


We sent three ACC (association
of communication companies)
members to the 2011 Caples
awards. Their mission: report
back towards the Belgian
advertising industry saying that
Belgian agencies only excelled in
absence. They send handwritten
postcards from NYC, wrote
articles in the trade press and
send a “fake awardbox”.
This DM consisted of the box
used to send out “the real
Caples awards”. It even weighed
as much as the real awards.
Once opened, there was no
award to be found. Instead, there
was an invitation to participate
in a best of 2012 seminar and
to submit their “best cases” for
the 2012 Caples awards at the
expense of the ACC and Bpost
(The Belgian Postal Service).
A reminder e-mailing campaign
was the icing on the cake.


John Caples 2012:
25 Belgian entries.
And 16 winning cases!
2 x Gold
3 x Silver
4 x Bronze
7 x Finalists

With this case we won:
BOA 2013 Silver
BOA 2013 Bronze
IMC Award Brons
IMC Award Silver
ACC Star 2014
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