Challenge
After 10 years, it was felt that the familiar Devos Lemmens saga was due for an overhaul. But was that really the case? There was only one way to know for sure…
Solution
You only miss something when it´s no longer there. We replaced the men in the radio ads with their wives. The responses made Devos Lemmens the most-discussed brand on Twitter. Then we let listeners determine the future of our saga via a poll on Facebook. Who should stay: the men or the women? It became an unprecedented clash in which the familiar radio voices of Hebbes, Lutosa and Flair also joined in.
