Ministry Of Justice DM STANISLAV by Kong Amsterdam

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Industry Corporate Communication, Public Safety, Health & Hygiene
Media Direct marketing
Market Netherlands
Agency Kong Amsterdam
Art Director Yacco Vijn
Client Service Director Judith Lavalette
Released August 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Agency: KONG
Date of First Appearance: Aug 12 2009 12:00AM
Entrant Company: KONG , Amsterdam, THE NETHERLANDS
Entry URL:
Creative Director: Yacco Vijn (Kong)
Managing Director: Peggy Wijtzes (Kong)
Strategy Director: Trudelies van der Poel (N=5)
Client Service Director: Judith Lavalette (N=5)
Senior Advisor Campaign Management: Petra de Jong (Public Information And Communication Office)
Advisor Campaign Management: Frederike van Dorst (Public Information And Communication Office)
Policy Advisor: Anja van Zantvoort (Ministry Of Justice)
Communications Consultant: Dennis Cohen (Ministry Of Justice)
Project Manager: Tisha Hoppenbrouwers (Kong)
Art Director: Yacco Vijn (Kong)
Freelance Art Director: Arno de Jong (Kong)
Freelance Copywriter: Martijn de Vreeze (Kong)
Av-Producer: Christ Bloemheuvel (N=5)
Director/Editor: Roel Welling (Comrad)
Online Production: Mario Piepenbrink (Refunk)
Media placement: Internet - Social Media Campaign - Hyves (Social Network) - 12-08-2009

Describe the brief/objective of the direct campaign.
The Ministry of Justice commissioned us to create a campaign aimed specifically at young citizens: many don't realise that the personal information they share online isn't only visible to them and their friends but can often be easily viewed by undesirable people with dodgy intentions. The aims are: * Raise awareness amongst young people about cybercrime in a way that is relevant to them. * Give advice on what they can do to prevent misuse of personal information online. 85% of Dutch youngsters have a profile on social network Hyves, which makes it the best place to reach them.

Explain why the creative execution was relevant to the product or service.
85% of Dutch youngsters have a profile on social network Hyves, which they use on a daily basis. So the best way to warn them about the dangers is to do something on the Hyves network. Undertaking a campaign on Hyves we know that each individual would be logged on with their own profile, which meant we could do something tailor-made/personalised using information from their specific profile.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to create an 'ambush' on Hyves: a tailor-made action video that, disguised as a YouTube clip, would reveal along the way that it was about the person currently logged on. Hyvers could send each other a 'Hyves video message' which was a fake layout identical to the 'Hyves message inbox'. The message was titled 'You are more famous than you think!' and included a personalized video wrapped in a fake YouTube player. The video showed a group of criminals in a basement collecting personal data which turned out to be the person currently logged on.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We went live by releasing a single link on Twitter on a Wednesday. This spread and resulted in 54,661 page-views for the first day and 2,505,690 page-views for the following Friday. On Friday the campaign was picked up by all leading on and offline newschannels and was the main topic in NOS Kids News (Jeugdjournaal) in the evening. In just seven days the viral was sent around 7,014,285 times and viewed 5,113,115 times, making it the biggest social media viral campaign in the Netherlands ever (total Dutch population is 16,500,000). Mediabuy was € 2,500 (Hyves minisite), with free-publicity valued at € 1,200,000.