Claim Je Idee campaign wins bronze at first BOCA Awards


At the first BOCA Awards, DNS Belgium won bronze in the ‘Best use of Content in an integrated/advertising campaign’ category. The BOCA Awards are organised by Custo, the Belgian trade association of content marketing agencies. DNS Belgium won this prize for the Claim Je Idee campaign. 

Target audience of the Claim Je Idee campaign are the pre-start-ups: people who already have an idea but are not yet in the development phase. DNS Belgium wants to encourage these people to find a name for their idea and immediately register the domain name. 
With ‘Claim Je Idee / Mon Idée à moi’ we reversed the roles: we didn't use content for an advertising campaign but advertising for a content campaign. In co-operation with our marketing agency The Fat Lady we first and foremost developed the ‘Name It Yourself’-booklet. This booklet provides ten different brainstorming techniques to come up with a name for a startup. We then made animation movies about well-known brands to promote this booklet. We showed how these known brand names were created in a funny way.

The campaign page, on which both the name booklet and the animation movies can be found, drew 23,000 unique visitors. 1,913 people downloaded the ‘Name It Yourself’ booklet, almost double as many as we hoped. The BOCA jury picked up on the success and the original approach to the campaign. They rewarded DNS Belgium with the bronze award in the ‘Best use of Content in an integrated/advertising campaign’ category. Obviously we are chuffed to bits!


Domain Name System or Domain Name Server. The global DNS is the system and protocol used on the internet to translate domain names into IP addresses and vice versa. 
DNS Belgium