For the promotion of the VT4 channel (Flemish TV), 444 live-sized cardboard displays from the Peking Express host Roos Van Acker have been put on various locations throughout Flanders. Almost as many color-printed, back-packed, hitch-hiking hotties have found a home in some student’s dorm room or in some family’s living room. In the night of the 26th of February the displays, ordered by VT4’s marketing department and Republica Ad Agency, have been placed by the ‘Rapid Affichage’ company in the city centers of Flemish cities and on very high frequented locations such as train stations and places alike. Almost all displays have been abducted by passers-by and have been taken to their homes to accompany the viewers as they watched the first episode of the popular series. In total 365.000 pairs of eyeballs followed the show, which equals a 25% market share of the 15-44 year olds. No displays were reported hurt or violated after the show ended.
Short footage of the campaign for your viewing pleasure:
Thanks, Bart