MO KA JOURNAL

Mo Ka is a Brussels based design agency founded in 2003. We create emotional concepts for premium brands.

[mokajournal]

Sampling Tour

Instead of opting for the usual sampling vans, Mo Ka reinvented luxury sampling by converting two stretch limousines into exclusive Magnum Temptation Fruit sampling vehicles. These rides had it all: they were fitted with freezers in the back, chocolate and pink bodywork and two personal drivers. This all to delight the entire country with no less than 225.000 Magnum Temptation Fruit samples. The tour started on April 21st, stopped off at all the major Belgian cities before finally parking the empty freezers at July 21st. There were sampling activations on the streets, at after work parties and at city events such as ‘Café Urbain’ in Brussels and the ‘VijfTV City Day’ in Hasselt. Aside from being offered a luxury treat for their taste buds, passers-by could also strike a pose to enter a contest and win the Magnum limousine for an evening. 

[mokajournal]

Pop-up stores in Kinepolis cinema theatres

Sticking with the luxury and exclusivity theme, Mo Ka developed a Magnum Temptation Fruit pop-up store to be built inside 10 Kinepolis movie theatres. The shopping atmosphere was inspired by the ‘rooftop party in the city that never sleeps’. In between the 21st of April and the 5th of June, two exclusive pop-up stores were in rotation, never staying longer than 4 days in one theatre. Once inside, pop-up shoppers were able to buy the Magnum Temptation Fruit product and participate in a contest to win a city trip to New York for 2 by playing the Magnum Temptation Fruit game on luxuriously sized touch screens. The 14 high score players who just missed out on the grand prize, received other exclusive prizes (ASH bags, Valentina glasses, Calvin Klein watches...) which were displayed in the fridges of the pop-up store. 

[mokajournal]

Honourable Campaign Mentions

Aside from the main events of the Mo Ka Magnum Temptation Fruit campaign, there were several smaller features we’d like to briefly mention. First up: the sampling corner exclusively designed for  ‘de Nacht Van Exclusief’. Needless to say, the VIP crowd ate it up. And let’s not forget the interactive Magnum Facebook Fan page that Mo Ka was keeping alive and kicking all throughout the campaign. There was also a big contest to win a Magnum Dream Experience (from the 1st of April until the 30th of June) in which daily winners of a dream experience were published on the website and on the Magnum Facebook page. Amongst those many winners, one lucky person even received a once in a lifetime trip -valued at approx. twelve thousand euros- to the Maldives. Mo ka also promoted the Belgian version of the Magnum Pleasure Hunt, a unique viral game that was enthusiastically received across the planet. 

[mokajournal]

Randstad Festivals - At the Festivals

The Randstad Hands Up For Fresh Talent stand draws a crowd at the major festivals. The build-up of the Hands Up For Fresh Talent tour and contest deserved a worthy apotheosis: the open air Randstad festival stand with a giant rock hand at the heart of the stand. Visitors were handed their very own Randstad Rock Hands to cheer on their favourite bands. An on-site photographer snapped up the most original/enthusiastic visitors. The winner’s 15 minutes of festival fame were made all the more unforgettable by handing them a backpack filled with festival survival goodies. Staying true to Randstad festival traditions, the stand also allowed music fans to freshen up and brush their teeth.

[mokajournal]

Randstad Festivals - The Online Game

Getting the message through to the online crowd: put your hands up for Fresh Talent and win! The Hands Up For Fresh Talent online campaign was driven by a strong social media component: people who joined the Hands Up For Fresh Talent Facebook page could vote for their artist of choice and win tickets for their favourite festival. More than 5.000 fans gave us their thumbs up. Online influential and blogger Alex Deforce (of On Point ) posted news on the events on a dedicated tumblr site and the concept was also picked up by numerous other blogs & assorted online and offline media.

[mokajournal]

Randstad Festivals - The Road Show

Come see the Hands Up For Fresh Talent Live Tour, reaching out to the young ones across the nation! During April and May, the Hands Up For Fresh Talent Live Tour landed in no less than five Belgian college towns: Brussels, Louvain, Liège, Ghent and Antwerp. Three cherry-picked artists (Jerusalem Syndrome, Barefoot and the Shoes & Alice Avery ) performed live on stage while visitors voted for their favourite artist in the hope of winning festival tickets.

[mokajournal]

Randstad Festivals - Hands Up For Fresh Talent

Mo Ka has been rocking the Randstad summer festival campaigns since 2008. This year, we looked beyond the traditional scope of creating a festival stand and/or online game. 2011 was to be the year of thinking big, creating a unique platform for fresh musical talent, partnering up with SonicAngel, one of the most innovative music industry players today, launching a nationwide real live tour and a social-media-powered online contest, all by translating Randstad’s core business (coaching talent and matching it with the right employer) to a festival environment.

[mokajournal]

Telenet - Customer Care Remodeling

Telenet is a leading Belgian telecom brand that’s growing at breakneck speed. As a result, their customer care centre at the Telenet headquarters in Mechelen is seeing more and more consumer traffic. Mo Ka stepped in to remodel and restyle the centre in order to create a warm and welcoming environment and a fully immersive brand experience for every customer who walked through the door. We did it in 8 weeks, starting from scratch. Breakneck speed, indeed. Mo Ka used its concept for the Telenet Concept Store in Leuven as a template to create the same ‘domestic’ atmosphere in Mechelen: a warm and welcoming environment with lots of hidden high-tech. By combining lots of natural materials like teak wood and slate stone with bright yellow accents, the Telenet brand was now safely guarded and associated with a more human touch. Mo Ka was responsible for the entire project: from concept (store planning), to design (both interior design and graphic design) and coordination of the construction and implementation …. And we did it in 8 weeks! That’s right. 56 days between the initial briefing and dusting off the final result (incl. tailor-made furniture) in Mechelen. It was full on madness, but we pulled it off. And how! Big props to the entire team for pulling together on this one.

[mokajournal]

BIVV - Taking a stand for road safety at the motor show

It’s always a challenge to fit B2B and B2C concepts into the limited space of a single stand. The BIVV / ISBR stand at the European Motorshow had it all: a B2C / BOB game to win a Mini road trip, B2B workshops about “road safety at work” and a BOB driving simulator for all. Competing with all those shiny and fancy car stands was not really an option, so we chose to take a different route. By taking advantage of the Mini as the eye-catcher against its large roadmap backdrop and by setting up a street-like floorplan with those typical iconic signs everybody knows, we succeeded in converting the stand into an exciting road safety experience. Apart from the design itself, we were also responsible for fitting out the stand with the right kind of media (iPads for the workshops, digital kiosks for the game, simulator, etc.).

[mokajournal]

Randstad - New Magazine

Ever since 2008, Mo Ka has been the proud creator of Randstad Magazine, an online lifestyle magazine for and by Randstad (temporary) workers. When its brand loyalty platform “Randstad Club” recently expanded to provide unique promotions to a whole slew of new members, the Randstad Magazine platform needed a new approach to follow suit. Randstad Magazine 11.0 is faster, more user-friendly and more measurable than ever before. On the surface, Mo Ka created a more up to date visual style and a better fit with the new corporate style of the Randstad brand. Beneath the pretty pixels, much attention was given to improving usability and keeping up with today’s digital social revolution powered by blogs and social networks. The content was clipped and groomed to appeal to our current readers’ appetite for bite-sized information. The design is now more focused on instant appeal with large, brand-appropriate images. What hasn’t changed is the amount of productive partnerships with several other brands, offering advantages and competition prizes to the massive Randstad Magazine reader database.

[mokajournal]

Randstad Magazine 2010

Randstad has been collaborating with Mo Ka for years. Their online Randstad Magazine by (and for) temping workers has been a smashing success ever since its inception in 2008. The secret recipe? Constant re-evaluation of both design and content to fit Randstad’s marketing and communication needs. In 2010, the magazine was made more user-friendly, focusing on practical, bite-sized information and visuals rather than lengthy online articles. The Randstad Club, home to exclusive advantages and prizes, proved its worth with a doubling of participating candidates and contestants compared to 2009. The overhaul was such a success, its underlying concept of fun-sized information for temps will get a sequel in 2011. To be continued!

[mokajournal]

Wash&Win: The Dove Men+Care Brand activation

Dove Men + Care is a fresh ‘n new brand in Belgium. Its Belgian launch kick-started 2010, when Mo Ka was brought on board to help establish the Dove Men+Care brand in Carrefour hypermarkets. Our conceptual approach resulted in a brand activation that would speak directly to the target group of family men aged 30 and up: “Wash & Win. If you protect your car, why not your skin?”. Shoppers with 2 Dove Men + Care products in their trolley received a free car wash from Total and a voucher to win a Citroën Picasso C4. The activation concept, the clean & soapy graphics, partner search, negotiations and organization of the field campaign were all under the manly care of Mo Ka.

[mokajournal]

Randstad – How to start The Wave

Randstad is one of the official partners of ‘The HollandBelgium Bid’, an international organization trying to lure the World Cup Football to Belgium and The Netherlands. In order to convince the World Cup organizing committee to choose Belgium and the Netherlands as its next (temporary) home, ‘The Bid’ needs to crank up the nation’s enthusiasm. Enter ‘The Wave’ : an online attempt at the longest wave of all time. Soccer fans are asked to upload a clip of their own version of a stadium wave and show the world how stoked we are about hosting the World Cup. Mo Ka created an integrated communication campaign translating the visual style of ‘The Bid’ to Randstads visual brand identity. To kick off The Wave and get the employees off the bench, we organized a big event at the Randstad Belgium headquarters. Watch the highlights online.

[mokajournal]

Magnum Gold Activation

Unless you’ve been spending 2010 in a maximum security facility, you couldn’t have missed the global Magnum ‘As Good as Gold’ campaign, starring Benicio Del Toro. To support the campaign on a local level and encourage a spike in Belgium’s gold fever, Mo Ka set up an irresistible competition for Delhaize supermarket customers. After buying only 2 Magnum packs of choice, customers were allowed to join the online Magnum competition to win 1 kilo of real gold. Mo Ka designed and produced POS material suited for the ‘gold heist’ feel of the campaign, including all in-store communication (kakemonos, posters, mobiles, banderoles and even a real live bandit…) The ultimate winner, Bart M., was invited to collect his bar of pure gold at the Unilever head offices during an official Magnum ceremony.

[mokajournal]

Randstad - Kisses From Randstad At The Festivals

The Randstad stand @ the summer festivals has a solid reputation to live up to. Mo Ka has created concepts and designs for the Randstad stands for several years now, and we were determined to make the 2010 Randstad festival tour an unforgettable experience. What inspired us was pure Rock and Roll. We squeezed the stand into a skinny jeans, added kissable lips and a raaawwwking visual to draw in the crowds. Once the punters arrive at our fully branded, mirror-clad fun booth, they are able to participate in a toothbrush activation (Rock Werchter, Pukkelpop), lob balls into a gigantic mouth (Werchter Boutique & TW Classic) or have their picture taken to remember the good times (Francofolies). Werchter kicked off the summer as usual and the first results are in: 14.000 visitors swung by, 13.000 Randstad toothbrushes provided a (much needed) breath of fresh air, 12.000 caps cooled off the local hotheads and 30.000 temporary Randstad tattoos branded the skin of tens of thousands of music lovers. Missed it? Don’t worry. We’ll be gigging again at Werchter Boutique and TW Classic and at Pukkelpop towards the end of the summer (08.19-21). Need tickets? Play the Randstad @ the Festivals game: www.randstad.be/festivals

[mokajournal]

Citroën DS3 - An Invitation To The Future

Looking back is okay, as long as you do it in the custom-coloured rear view mirror of your shiny state-of-the-art technology car. The Citroën DS3 is anti-retro. No two cars are alike, thanks to the vast array of customising options: from the interior design to the subtle finishing of the slick bodywork… you get to choose how you want to drive towards the future. Citroën invited all its dealers to a fashionable nocturnal event to get acquainted with the new DS3 and take it for a spin. Mo Ka came up with a smooth, fashionable mailing design to make sure the medium fitted the message Don't look back. See the future.

[mokajournal]

Sony - 3Did You See That?

The revolution has officially been televised. Sony confirmed their leadership position by astonishing the world with their very first 3D home television entertainment system. The best way to tell people about new technology is fairly simple: let them try it out. Real-time demo time! Mo Ka added a new dimension to the concept of ‘tryvertising’ by styling and selecting the perfect hosts to guide you into the 3D-TV-era and by designing a 3D Kinepolis demo booth. Shifting plates, deconstructing design, real life trompe l’oeil effects, were used to ease visitors into the idea of discovering a whole new world. They were the chosen ones, entering new territory, where the old rules no longer apply. The design itself was slick and glossy, in keeping with the Sony brand and in keeping with the target audience of smart, influential, fun-seeking early adopters. The future is so bright, we gotta wear shades 3D goggles, baby!