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bauknecht


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Claim the convertible

How do we create interaction on the Bauknecht channels and at the same time generate traffic to the stores.

Question: How can we turn a joint venture with Audi into a social activation that will generate traffic to retail stores and that creates interaction with our target audience on all our social channels. Monitoring the specific online behavior of the Belgian market.
 
Solution: By turning a simple activation in to a competitive game involving social mechanics. Using scarcity as a mechanism we created a platform that focuses on return visits and therefore more contact moments. During these return visits people where presented with relevant branded content to boost a positive brand image. This resulted in more interactivity, a lot of fun and more in-store activity
 

Just activating your audience is not enough, it is about how you remain relevant afterwards.

Insights: We can not stress this enough. Activation alone is not enough to create success in connecting with your target audience. The social interaction in the game like stealing the cabrio and teasing each other during the game was the element that really activated the target audience most. It made them share and participate because the game mechanisms where set up in a way that stimulated the desired behavior.
 
Using the insights: You need to take this new found attention for your brand and turn it into something positive an memorable. Become relevant for your target audience and try to connect with them, and most importantly stay connected and interested. A campaign should always involve the research, the activation and the follow up plan to re-ignite them and keep them connected. This way we created a base for the marketers to connect with their audience in a lasting way.
 
More info?
Eelko Lommers
Chantal Aarts on this project

We have found the right triggers to activate the audience.

By creating a campaign that has its focus on the social world of the target audience instead of a product driven campaign, Hello have been able to use scarcity and game mechanics to the benefit of the project. It has brought much more insights as a traditional prize activation. We got to reach the target audience in a more social way and have gotten very positive feedback. The tips and tricks and long term help in this campaign have worked really well for our client. Their online channels are getting a lot more noticed and used in their organization and the results where better then expected.
 
More info?
Eelko Lommers

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