Zilveren Kruis: taxi prank becomes trending topic in news media
Zilveren Kruis 2017
PR approach for Zilveren Kruis’ autumn campaign
How can we make young adults and their parents aware of our services during the ‘health insurance season’? Zilveren Kruis asked us this question.
It was the perfect challenge for our creative strategy team, who dived into the mind of a teenager. Their solution? A prank video made by Mertabi during ADE. The result? The campaign became trending topic in national news media. Thanks for trusting us with this issue, Zilveren Kruis!
As a creative PR agency, we love assignments where the client briefs us at an early stage. In this case, Zilveren Kruis had a clear objective: reach out to young adults and support the campaign ‘5 vragen van’ (‘5 questions by’). We searched for a topic that resonated with the target audience: hearing impairment. In doing so, we took the momentum into account (a period in which the issue is particularly relevant) and therefore planned the PR campaign around the Amsterdam Dance Event (ADE). To make young adults more aware of the risks of hearing impairment, we gave them the opportunity to experience what it is like to have a permanent ringing in your ears. The ingredients: YouTube star Mertabi, a heroic taxi driver, famous people and ordinary citizens, our creative team who gave the campaign their all, supporting research results and a very brave and analytical client. The final video speaks for itself, you can watch it here.
The PR campaign reached 30 million people, both through the video and the media attention that was generated around the issue at hand. RTL Nieuws created a 1.5 minute item about the campaign during their 7:30PM news bulletin. Other media coverage included Goedemorgen Nederland, Radio 538 and De Wereld Draait Door.