Julie Andrews

.

Earlier this year, there was a massive brilliantly executed and documented flashmob in Antwerp(en), Belgium.

So well done was that flashmob, that very few realise the commercial element/presence in it (other than the people of Belgium and the Netherlands I suppose). It was done to promote a Dutch version of the  BBC (UK) series – “In Search of Maria“ (op zoek naar maria) produced by Belgian commercial network VTM. The VTM logo was flashed at the end of the youtube video, one that most around the world aren’t familiar with and that it was in Flemish/Dutch language.

.

In certain instances, the moment brand placement is conspicuous, the video chance to not go viral, for two reasons:

1. it gives the psychological impression to someone that it is just another television commercial (but on internet).
2. that, the trend setting influential opinion leader demographic might as a portion of them tend to take the view that the stunt was a sell out one, hence making them not want to talk about it.

This is an obstacle I face when dealing with advertising agencies and clients when I am approached to execute an idea of a similar concept for them. Their lack of comprehending the nature of how it works. This will lead not necessarily to a poor return of investment for them, but for me to manage their expectation. The outcome might be fairly well, but as they expected something epic, my credibility within the business will be affected and hence future business opportunities with other entities.

As far as the public is concerned, they want to see it happen, if not be part of it. What everyone must realise is that to pull of something like this, requires a lot of time, energy, coordination and most importantly, money. It can be done with much less money, but it will take maybe twice as long to plan and lay the groundwork (that is) if I am to find the right crowd who will do it (right), AND for free.

Nov 2007: New section of the Antwerp train station. I had arrived from Eindhoven the previous day and was about to leave for Brussels. Many thanks to the Busseniers, and other friends in Antwerp, for their hospitality, which made me come back another again two days later.