Vlaanderen in Actie
Problem:
- ViA (Vlaanderen in Actie / Flanders in Action), is the Flemish Government's action plan to get Flanders in the top five European regions by the year 2020, based on various social and economic criteria.
- The briefing indicated that the objective was not only to inform the Flemish people about ViA, but specifically to get them involved. And make it clear to them that they too can and should play their part in meeting the ViA objectives.
- We identified two problems:
• The first was that the average citizen is less of an idealist than JFK would like. "Ask not what your country can do for you, but what you can do for your country". And in contrast to JFK's warm appeal we posed the, somewhat more cynical - albeit crucial - marketing question: "what's in it for me?"
• The second problem is that once a number of people have become interested in the story, they often don't know what they can and should do. We can't assume that people will ask "What can we do for our country?" We'll have to tell them.
Solution:
- We needed a simple "feel good" concept that people from all walks of the Flemish population could be enthusiastic about.
- We used the latent chauvinism of the Flemish people and the fact that we like to get our hands dirty as starting point. We addressed the Flemish people's simple doer mentality. The fact that they don't palaver for very long, don't theorize endlessly, but at some point just... do things!
- Do it! That was the key phrase in our concept. Because many Flemish people already do things that fit in with the ViA objectives. It's time for them to be proud of that fact. For us to make them proud of it.
- ViA. It exists, the plans are there. Now there's only one thing left... Just do it.
Result:
- Website (Google analytics):
• During the campaign we had over 6,000 active interactions on the site, including creating buttons, testimonials from real life, comments on the statements and signatures under the 2020 pact.
• During the campaign 48,122 visitors came to the website, of which + / - 80% were unique.
• 96,526 page views within the site
- Netlog (statistics):
• 3805 friends on Netlog. A target group that in the past had always been difficult to reach for the Flemish Government.
• Skin sharing / sharing of the background on Netlog: 2,500,000 impressions and on top of that 7,300 young people used the ViA background on their own profile page.
- Print campaign (Corelio Connect study):
• Recognition (Have you seen this ad?): score of 49% compared to the government benchmark (of previous campaigns) of 44% (so 11% above average)
• Attribution (Do you know which organization this ad is for): score of 66%, compared to the benchmark of 42%, so 57% above average
• This gives an efficiency score of 32% compared to the government benchmark of 23%, so 39% above average.
- Radio (DIVA results):
• The results of the brand screening were good. Up to 60% of young people adopted a positive attitude towards ViA, for elderly people this went up to 74%!
• The spot scored very well compared to the average results in the non-profit sector in terms of "likeability, clarity and persuasiveness".
- Posters:
• People spontaneously asked the Flemish government for leftover posters from the poster campaign. Ditto for the buttons that are still being requested.
- Free Publicity:
• Following the campaign, the theme of ViA was once again given a lot of attention in the written media, both online and offline.