Boondoggle Amsterdam succesfully launched first campaign
Last week was like walking on sunshine for us. On Monday we launched our very first campaign website in Holland. Digibarometer.nl is a campaign that aims at creating awareness and action amongst Dutch SME's on the topic of digital security. The campaign was granted to Boondoggle Amsterdam by ECP.nl. ECP is a project bureau, created by the Dutch government and some corporate partners, in order to get Holland more digibewust (digi-conscious).
On Tuesday Gaston and other people called me to notify me that the campaign was all over the national news. On Tuesday afternoon the Dutch state secretary for ICT gives a press conference in which he heavily endorsed the campaign website as being very useful and as having found the right tone of voice. On Wednesday the campaign was covered in every major Dutch newspaper. On Wednesday evening, already more than 5600 people visited the website and 50% of them walked through the whole test.
In short: what is the idea behind this campaign? Taking into account that we were aiming at a difficult target group (SME's), with a difficult topic (digital security) for which there is not much personal involvement, we wanted to create a campaign through which SME-managers and employees were challenged to go and check out how good their company is scoring. The campaign site starts with a hilarious clip (inspired by The Office) in which a prototypical SME-manager explains how well he prepared his company for the 21st century. He than turns to the visitor and challenges him to do the test and see whether he's doing a better job. The test results in a personalized landingpage. There are actually three landing pages: one in which your company is very 1930, one in which your results are presented in 1980 style and one in which your company is totally 2007. This is an example of Boondoggle being still within the 80's on the level of digital security (fictitious example naturally :-) )
At the landingpage you can find several personalized tools and instrument: a SWOT report, containing tips for improvement, a benchmark, a page containing quick scans, tests and other interesting content and some personalized goodies in order to create a cause within your own company. For instance: users can download a personalized poster, containing the URL to the landingpage (e.g. http://boondoggle.digibarometer.nl/?3080 again: this one contains fictitious data).
PS: there's a small easter egg in the video: we asked our client to help us out in the excorsist scene. She first didn't want to, but she was just so brilliant (check out the way she looks at the virus killer) that deleting that part of the scene was completely out of the question.
(Credits and links after the click)
Credits:
Creative director: Gaston Serpenti
Strategic director: Tom De Bruyne
Creative concept: Peter Vijgen
Graphical design: Demmy & Marc from 10mg
Video production: Joris, Arno, David and their team at Wudenshu
PR-campaign: Lindblom
Research: Memo2
And lot's of credits to Joyce, Rachel and the Inge's at ECP.
Links:
- Campaign: http://www.digibarometer.nl
- Example of a personalized landingpage: http://boondoggle.digibarometer.nl/?3080
- The video on Youtube: http://www.youtube.com/watch?v=c89KprEqRc0
- Digibarometer.nl on the Dutch national news: http://www.youtube.com/watch?v=WXCrtH-nL5M
Comments
I've been trying ID's (http://boondoggle.digibarometer.nl/?xxxx) like mad to find easily hackable Dutch companies :-D
Excellent campaign!
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I guess that digital security is important nowadays, especially when people spend more time shopping online. You never know when something can go wrong and somebody takes all your money or anyways, an important sum that matters to you.
I think that people are way too addicted to technology and this is not something I would call good news. Let's say somebody hacks into your bank account. What are you going to do then? All your money just disappeared from the push of a button. We need to work on methods to better fight cybercrime.
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