In Belgium there's not much going on on a level of branded content. If it occurs, it'll be mostly on tv with branded formats, or online with branded video. There is no specific restriction regarding branded content in Belgium, but it just seems brands are getting to know it. Branded services are hardly seen, let alone for cultural organisations.

Opera/Ballet Flanders was the first to offer a babysit service with babysitters who commit to offer an evening of art and culture to the children.

1. recruitment find Artistic Babysitters (2 months, before launch service)

-Partnership with existing popular babysit platform in Belgium (Sloebersit.be) and call to their database. We asked the babysitters if some had artistic talents and if so, if they wanted to change their profile accordingly, which most of them did.

-Next, recruitment posters and flyers campaign in high schools, universities and art schools.

2. Begin january:

When we had a substantial amount of Artistic Babysitters on the platform, we organised a press conference where the service was announced. The Artistic Babysitter was immediately picked up by news, press and social media.

-banners featured on the Opera/Ballet website to promote the service to parents

-dedicated mail to our database.

-If people bought tickets online, we bannered the babysit service next to it.

-If tickets were digitally send by mail, a call to action was add to the mail.

After two months, we were able to calculate the first results:

- 31% more tickets sold compared to the same period last year

- the audience under 40 grew to 1/3

- 400 artistic babysitters were recruited in one month

- 60% of the artistic babysitters were hired by parents in the first two months

The artistic babysitter is a permanent service, it was launched early 2015 and is still going strong.