Presentation for HYPE 2011

Hello,

A presentation for HYPE 2011- 13 dec 2011 - Publicis Brussels

Wednesday 14 December 2011

Margriet,

(2)7 years old

Famous Brussels

Moving to Brussels


Maarten,

(2)3 years old

DDB Brussels

Living in Brussels


Tom,

(2)6 years old

Proximity BBDO Brussels

Working in Brussels


The brief :

Attract more wealthy families to live in Brussels


The brief :


?


The brief :


The 1 %


Is the juice, worth the squeeze ?


Or should we redefine wealth ?


Our (not completely...) new notion of wealth

“ Capital can present itself in three fundamental forms; as economic capital, which is directly convertible into money; as cultural capital, which is on certain conditions also convertible into economic capital; and as social capital, made up of social connections, which is convertible, in certain conditions, into economic capital too.”

Bourdieu, P.


Setting the scope


“ Nu nog verhuizen is voor ons geen optie meer. Ik heb het zelf meegemaakt toen ik 12 was en zou het mijn kinderen nooit willen aandoen. Ze hebben hier hun

vriendjes gemaakt, die laten ze niet meer graag achter.” (agnesvew, 43y)

Quote :


Our target

Young high educated people,

ready for the next step.


Then we found this


Insight

Young people, living in Brussels, leave the city as soon as they want to start a family


Why are they leaving ?


Real estate prices are rising high




Air pollution



Street litter



Insecurity


A lack of “community-feel” ?



Educational levels in primary schools decreasing ?



But why would they stay ?


Slowness


Iconic


A place where children play


And connect


Architecture


The Belgian DNA


A welcoming feel


That’s not what the outsiders believeBut...


And they have no clue.


?

Communication

Policy

vs.


This is why we believe we should target the insiders.


The briefing rephrased:

How to keep young people, willing to start a family, inside Brussels ?


A short recap:

Young people are more likely to move.

Insiders know their city and they love it.

Nevertheless, they seem to leave the city to raise their children elsewhere.

A that moment, pure ratio takes over from emotions.


Problem

People need to remember why they fell in love with Brussels.

Solution

Rational thinking wins the battle against the emotional relationship that our target once had with Brussels.


Brussels, an acquired taste.


Our creative solution


!"#$%#&'#($)*$+',%%#-$The secret of Brussel


The secret of Brussel -‐-‐> housing tours


Garden gi6s


The Place Makers


Wizzy Workshops


Thanks for your attentionTom, Margriet & Maarten


Devices & Hardware

Presentation for HYPE 2011