Belgian Institute for Road Safety

The first zero in Komen Eten

Agency: BBDO


Komen Eten is the Flemish version of Come Dine With Me, a format that is broadcast throughout the world. Everyone knows that at the end of the evening contestants give points in the back of the car that drives them home. We used this situation to create a surprising online commercial for the BIVV, the Belgian Institute for Road Safety. We launched the movie with the title “The first zero in Komen Eten” and had it posted on the YouTube channel of Vier, the network that broadcasts the programme. This way the surprise was complete for unsuspecting viewers. Now discover it for yourself.
All the national media, online and offline, picked up the movie immediately. Facebook and Twitter joined in. Even the federal police tweeted the video. After two days it was still the top video on Twitter and YouTube.

This professional campaign titled 'The first zero in Komen Eten' was published in Belgium in March, 2013. It was created for the brand: Belgian Institute for Road Safety, by ad agency: BBDO. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 11 years ago.


Advertising Agency: Proximity BBDO Belgium
Creative Director: Chris Goossens
Art Director: Thierry Wiebking
Copywriters: Bart Van Goethem, Robbie Cap
Managing Director Client Service: Isabel Peeters
Marketing Manager: Jochen Lysebettens
Online editor: Robbie Bardijn
BIVV-contact: Tom Dedecker

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