An e-card? How about an activating, funny and festive Christmas contest? Makro Bingo Royal was born.Every year on Christmas Eve, Belgium’s King Albert’s annual Christmas speech is aired on TV. Most people watch it, even though they find it quite boring.To make this year’s speech more entertaining, we created an online bingo game: Makro Bingo Royal. Participants had to predict 16 words that would occur in the King’s speech. The main prize: a royal visit to the Makro store, where the winners received a shopping cart filled with official court suppliers’ products. Furthermore, participants could win princely discounts.

* 13.000 drivers were photographed by our speedcams.* Half of them collected their speeding ticket.* More than 100.000 unique visitors checked out the campaign site.* The campaign received press coverage nationwide. One paper even interviewed a police chief, who was dissatisfied with the fact that Makro used speeding for commercial purposes.