As part of the 3 year campaign ContentCowboys was also involved with the exclusive partnership between Plantijn and Studio Brussels’ Music for Life. For the 2011 edition we developed an ‘out of the box’ campaign where we released a schlager single entitled, ‘Wantjes in de lucht’ sang by a fictitious schlager singer known as Paulo Nijs. Next, we chose to connect the concept to a website, in addition to creating a multitude of banners, and Facebook tabs in order to support the sale of these ‘Wantjes’ (Gloves) (i.e. the main purpose behind the campaign). We also made a wonderful real schlager videoclip.
Luckily, the creation became a huge success resulting in a 20% increase in student applications for the following year.
