Client: Ministry of Health, Welfare and Sport

Confront holidaymakers with the fact that 1 out of 6 of the elderly feels lonely. The moment to do so was when holidaymakers crossed borders on their way to their holiday destination.

 
Shortlist DIRECT Mobile

Briefing

1 out of 6 of the elderly feels lonely during the summertime. Friends and family are away. Their social safety net is damaged. How can we make sure holidaymakers stay in touch with them while leaving the country for a well-deserved holiday?

Idea/Craft  

We chose an unconventional strategy. We sneaked our campaign message into the cars of holidaymakers, by using Flitsmeister, the number one app in the Netherlands when it comes to traffic information. The main reason people use this app is that it warns drivers about speeding cameras. But it can do more. Due to its GPS functioning it registers when drivers cross the border. That’s the moment to confront holidaymakers with our campaign message: ‘While you’re on holiday, 1 out of 6 of the elderly back home feels lonely during this period. So, make a call or send a text to a relative, neighbour or friend. It’s a nice thing to do. Enjoy your time away.’ We sneaked a simple text into cars, which had a huge impact.

Relevancy

 The text had effect. With a click-through rate (CTR) of 8.41% (which is 1.5 times higher than usual) our message about loneliness during summer was heard. And Flitsmeister had never seen such high CTR.

Epica: Two Bronze in Mobile and Social categorie for Ministry of Health.

Eurobest: two shortlist Mobile and direct

ADCN: Mobile shortlist