KPN Film, Digital, Design & Branding, Case study Evert_45 [Supporting Content] by N=5

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Evert_45 [Supporting Content]

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Industry Public awareness
Media Film, Digital, Interactive & Mobile, Design & Branding, Case study
Market Netherlands
Agency N=5
Released January 2018

Awards

Lions Communication 2018
Design Lions UX, UI & Journey Design Bronze Lion

Credits & Description

Brand KPN
Entrant N=5 AMSTERDAM

N=5 Amsterdam, The Netherlands Entrant Company
N=5 Amsterdam, The Netherlands Idea Creation
N=5 Amsterdam, The Netherlands Production
PUPKIN FILM Amsterdam, The Netherlands Production
SUPERHERO CHEESECAKE Amsterdam, The Netherlands Production
HILL+KNOWLTON STRATEGIES AMSTERDAM Amsterdam, The Netherlands PR
MAAK Amsterdam, The Netherlands Media Placement
MINDSHARE Amsterdam, The Netherlands Media Placement
A BIGGER CIRCLE Amsterdam, The Netherlands Media Placement
AMBASSADORS Amsterdam, The Netherlands Additional Company
SOUNDCIRCUS Amsterdam, The Netherlands Additional Company
BIG ORANGE Amsterdam, The Netherlands Additional Company

Thijs Bontje N=5 concept & copywriter
Daniel te Lindert N=5 concept & art director
Olaf van der Geld N=5 creative
Jan Jesse Bakker N=5 interactive designer
Anthony Goodwin - interactive designer
Renoud Netjes N=5 motion graphics designer + editor
Silvia van Hooft N=5 strategy director
Bastiaan Weers N=5 strategy director
Ralph Balk N=5 account director
Dewi van der Kolk N=5 account manager
Anouk Zink N=5 client service director
Tisha Hoppenbrouwers N=5 producer
Monique Neuteboom N=5 rtv director
Jasper Baartmans N=5 innovation director
Jordy van den Boom N=5 ux
Lars Noback N=5 photographer
Taco Arts - editor
Giancarlo Sanchez - director (vlogs)
Thijmen Doornik - camera man (vlogs)
Roel van 't Hoff - camera man (vlogs)
- Ambassadors VO + sound vlogs
- Soundcircus VO website
- Big Orange sound website

Synopsis
Lessons from WWII: these stories must be passed on
Every year on May 4th and 5th, the Dutch commemorate the casualties of WWII, and celebrate their freedom. But fewer and fewer eye-witnesses of the war are still alive. This means fewer people are able to engage new generations with their unique personal stories.
When we read a newspaper article in which war veterans reached out with a plea to pass on their stories, it got us thinking. It is KPN’s mission to connect people. So how could KPN connect those who are young today with those who were young during WWII and help to pass on their stories? And how could we let this reflect positively on the KPN brand?
With a total budget of €736,000 we aimed to reach 900,000 teenagers (50%) and to boost the KPN brand among its core audience.
Outcome
Young people watched 1.3 million minutes worth of history lessons
The story of Evert_45 reached 70% of young people, with 93% of them responding positively to the initiative. Within three weeks, young Dutch people voluntarily (!) watched over 1.3 million minutes of history lessons. Seeing this overwhelming response, teachers are now using Evert_45’s story in their lessons on WWII and Evert_45.com is due to be included in the Dutch school curriculum as of 2018.
The Evert_45 initiative also had a positive impact on brand image. Most think this is a valuable (87%) and credible (71%) initiative by KPN. Scores on relevant brand statements are significantly higher among those who recognise the campaign, with ‘KPN makes you feel free’ at 24% vs. 18% and ‘KPN adds value to society’ at 18% vs. 15%. A remarkable result, considering the short campaign period.
Execution
Real historical stories
Even though the character of Evert_45 is fictional, his story is based on true stories of ordinary Dutch people from the Second World War. Historical accuracy was safeguarded by historian Dr. J. Rosendaal. Further development was overseen by veterans, teachers, and the Dutch Resistance Museum.
Evert_45 vlogging like today
Evert_45 shares his story through his own YouTube and Instagram channels. Over a period of three weeks, Evert_45 shared 12 vlogs with a total of 54 minutes of video, as well as numerous posts and stories on Instagram. We matched the placement and duration of our content to our audience’s consumption behaviour. In response to the popularity of certain items we adapted our posting schedule, increasing the frequency of updates.
On the evert45.com website, we preserved Evert’s story – and the story of eyewitnesses – as a digital archive for future generations.
Campaign Description
Evert_45: a boy who tells his story through social media, from the year 1945
A boy sharing his first-hand account of WWII with kids today, using the tools they live and breathe. What better way to let young people experience the reality of war and the value of freedom? During national liberation celebrations in the Netherlands, Evert_45 did just that.
Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and evert45.com. Evert’s war story recounts his journey to find his brother in hiding after escaping a German labour camp. The narrative was carefully crafted from numerous insightful interviews with WWII eyewitnesses, historians and teachers.
The initiative was developed in response to Dutch newspaper interviews with elderly resistance fighters who pleaded to keep their stories alive when they would no longer be around to tell them.