Helping Hands
Client: Univé
We engaged over 500.000 people of which 72% rated Univé as a very sympathic and social brand.
1. Challenge
Our challenge was to position insurance company Univé as an engaged and socially responsible brand in a lighthearted but relevant way and to activate 16.000 volunteers among a target audience of 20 to 49 year olds in the Netherlands.
2. Strategy
Insights: Over 2 million Dutch people would like to participate as a "pre-paid" volunteer every now and then, but they have no clue where to
do this.
3. Concept
With Helping Hands we created an engagement platform where people could place their request, asking for a helping hand. We hired famous and popular singer Karin Bloemen to ignite the movement with her dedicated campaign song: Helping Hands.
4. Use of media
We started with a PR event and "non spot" TV items. Next we solved the platforms "catch 22" with a 360 digital campaign which included a blog and social network campaign. In stage 2 we launched TV and Radio commercials that included the campaign song. In the aftermath we thanked all participants with an e-mail and text messages which included a free Helping Hands ring tone for mobile phones.
5. Results
Helping Hands became a very engaged movement. The campaign reached over 3 million people of which 500.000 visited the platform.
Over 50 helping hands participated as volunteers. MetrixLab brand tracking results showed that 72 % of the exposed participants rated Unive as very sympathic and social brand.
Helping Hands
Client: Univé
We engaged over 500.000 people of which 72% rated Univé as a very sympathic and social brand.
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