Advertiser: SIRE
Agency: DOOM & DICKSON
Category: Internet Film Series
Advertising campaign: TOLERANCE
Project Team: Barbara Wolfensberger (Sire)
Producer Online: Cyril Stom (Doom/Dickson)
Managing Director: Frieda Ulsamer De Waard (Doom/Dickson)
Strategy Director: Joey Duis (Doom/Dickson)
Designer: Jaap Sinke (Doom/Dickson)
Creative Director: Marcel Frensh (Doom/Dickson)
Creative Director: Rogier Mahieu (Doom/Dickson)
Project Manager: Sarah Van Der Steege (Doom/Dickson)
Project Team: Marc De Vries (Sire)
Account Manager: Mariska Reijmers (Doom/Dickson)
President Of Sire: Pim Slierings (Sire)
Creative Director Online: Arno Sellenraad (Doom/Dickson)
Project Team: Bas Verheijen (Sire)
Account Director: Carina Snippe (Doom/Dickson)
Photographer: Lukas Gobel (Unit)
Project Team: Marion Koopman (Sire)
Outcome
The campaign achieved 71% reach in the Netherlands. More importantly, it set tongues wagging. Even parliamentary questions were asked, which set ‘tolerance’ back on the political agenda and created awareness. 30% of the Dutch encountered news in the media about the campaign. 68% endorsed the pay-off. 23% stated the campaign really made them think about the subject, while 8% talked about it with others. 6% claimed they even became more tolerant! The discussion about the campaign, where different opinions were voiced and respected, demonstrates the essence of the concept of tolerance. And with that, our goal has been reached.
Relevancy
Tolerance is a broad, abstract and complex concept. In order not to get bogged down in substantive discussions on specific topics, we looked for a common denominator that made the concept of 'tolerance' tangible. Without being pedantic, but by giving a positive spin that would spark conversation.Therefore we came up with the idea to launch ‘tolerance’ as a product, which promises prosperity and happiness for all. This resulted in the pay-off: Tolerance® - Makes the Netherlands feel whole again. The idea was perfect to get buy-in from media parties as all SIRE campaigns are 100% sponsored (production & media).
Implementation
To raise awareness and free publicity we approached ‘tolerance’ as a product that copes with a bad image and could use some marketing support. The campaign had a cross-media roll-out, like a real product launch. Tolerance® was introduced via television, radio, print, billboards and even sampling. A humorous testimonial-like approach showed Tolerance®’s positive impact on people.On ‘International Tolerance day’, a banner on a Dutch social network made it look like all users were friends. Traffic was directed to the Tolerance® website; designed like a webshop. Satisfied ‘customers’ could become Tolerance® ambassadors by sharing personalized testimonials.
Client Brief Or Objective
Tolerance is less apparent in The Netherlands than it used to be. Two thirds of the Dutch see tolerance as the important key value of their country. But more than half of them feel their country became less tolerant. Due to political and economic uncertainty, our ideas and actions are driven by distrust, pessimism and fear. A sliding scale to a society with less room for different beliefs. Where tolerance has a negative meaning, instead of something to embrace. Time to put tolerance back in the spotlight and let the Dutch realize the importance of it for their country!