Chantal Aarts on this project
We approached the target group in a way that was new to Sanoma.
By using gameplay in a more substantial way then just a register and win activation, we where able to get to know more about the target group and test different channels and promotional tools. This led to great insights of the target group we wanted to reach. The game itself was received very positively by both players and by the publishing industry which indicates that we are on a good track. It is very hard to reach the audience and we have given our client great insights on what the target audience likes and what motivates them.