Advertiser BBDO, Belgium
Industry Advertising
Media used Direct mail
Target group ~1,000


In 2014, BBDO and Microsoft joined forces to make marketers aware of the fact they needed to catch up with the digital revolution and with new technologies which their customers had already fully embraced. They wanted marketers to come to BBDO Connect - a series of three innovative seminars designed to educate and inspire them with the possibilities of the new technologies.

The idea

The idea started with the insight that if marketers were not using new technologies it was because their outdated marketing handbooks did not discuss them. 2,000 pages of old marketing textbooks were ripped out and each was overprinted with an invitation to innovation. Each mailing comprised two pages from an obsolete marketing book, making it clear there were new technologies and new ideas to be discovered at the BBDO Connect event. ‘Remember what you should forget. Your future sales are not in this book. Consumers are way ahead. It’s time to catch up’, stated the invitation, printed on top of the pages.


311 of Belgium's leading marketers registered for BBDO Connect. A 45% increase in response compared to other BBDO seminar invitations. The case study won bronze at the 2014 International Echo Awards in San Diego, the leading global awards in direct marketing.