40% of the French speaking Belgians watch TV programmes that are broadcast in France rather than those broadcast in Belgium. When a viewer misses an episode of his favourite TV programme, he can watch it later, online. Easy, but only if you live in France.
Belgians only get to read "This content is not available in your country."
Brussels Airlines saw an opportunity and used these blocked content videos as their medium. They told the Belgians to “Go where this content is available. Fly to France.”
When they clicked through the Belgians could directly book their flight. The Blocked Content Banners reached a click through rate of 14,58% which is almost a 100 times better than a traditional banner campaign.
Next time you bump into blocked content, you know what to do. Fly Brussels Airlines.
Creative Director: Sebastien De Valck & Arnaud Pitz
Art Director: Jutta Callebaut
Copywriter: Jutta Callebaut
Account Supervisor: Isabel Peeters
Advertiser Supervisor: Stijn Martens (Brussels Airlines)
Brussels Airlines enables blocked content videos for Belgians