Anwb: CHATTING POLE

Credits & Description:

Category: Cars & Automotive Services

Advertiser: ROYAL DUTCH ANWB

Product/Service: ROAD-ASSISTANCE PACKAGE

Date of First Appearance: Jun 21 2010

Entrant Company: MEC , Amsterdam, THE NETHERLANDS

Communications Director: Ivo Roos (MEC)

Creative Director: Krijn Smits (The People's Valley)

Manager Online Client Communications: Guido Lieftink (ANWB)

Media placement: Radio Infomercials – 96 items - SlamFM! - June 21st 2010

Media placement: Radio promo – 40 items - SlamFM! - June 28th 2010

Media placement: Radio spots – 386 spots - SlamFM! Q-Music, Radio 3FM - July 5th 2010

Media placement: Blog postings - Blogs - June 21st 2010

Media placement: Bannering – 30.682.143 impressions - Facebook, MSN, Slamfm.nl, spotify.com, marktplaats.nl, adlink network, webads ne - June 21st 2010

Media placement: Mobile advertising – 271.733 impressions - Hotsms - June 21st 2010

Media placement: Column on “the beat of summer” page - De Pers (free daily) - June 25th 2010



Insights, Strategy & the Idea

For young adults (18 -26 years) driving a car is all about fun!



Persuading this group to consider purchasing a road assistance package is difficult. They are unaware of the costs and mobility hassle of car trouble and they expect their dads to ‘come to the rescue’ if they have car trouble.



2010 was an extra difficult year; the financial crisis was still very much alive. Our research showed that young people were saving money by not going on holiday abroad, but instead would visit music festivals in the Netherlands with their friends.



Despite all these barriers we had to build awareness, increase relevancy and sell a lot of packages.



We therefore built our activation campaign a relevant, interesting and fun domain for young people: music festivals.



Creative Execution

Our three phase media strategy:



Pre-festival:

A branded column with relevant information like agenda, weather info and transportation in a well-read daily. Infomercials on radio station SlamFM! got the audience ‘in the right mood’: enjoy festivals hassle-free, be prepared! ANWB supplied free festival tickets to new clients. Mobile and display advertising drove traffic to the website. Blogs postings boosted online conversations. Emails to current clients invited them to let their friends participate and ANWB Youth twitter account notified followers.



Festival:

The iconic yellow road assistance poles were placed on festival terrains. Pressing the help button connected you to another pole, to talk or flirt with other visitors for 1 minute. Visitors could ‘next’ to the next conversation, just like Chatroulette. Movie clips were placed on ANWB website; people could vote for the best movie and share them via social media.



Post-festival:

Via online newsletters we reconnected with our new clients.



Results and Effectiveness

The festivals we selected for this campaign had approximately 100,000 visitors.



With an engaging strategy, including a Netherlands first offline use of Chatroulette we managed a very successful campaign with great results: index 114% on briefed targets.



There were 7,894 movie clips recorded on festivals and placed on the ANWB website; people could vote for the best movie and share them via social media.



The number of visitors of the website during the campaign period was “unnaturally” high: 116.581 visitors (101,411 unique). In a non-campaign period the site has on average 14,851 visitors (13,709 unique).