Insurance is far from hip and trendy. Therefore, we have to connect with young Flemish people through a message that aligns with their life and experiences and at a location where they feel at home.
For more top-of-mind awareness in a younger Flemish target group, main partner Ethias had been looking for unique activation before and after Pukkelpop. We devised the ‘Hotel Mama by Ethias’ campaign: a campaign that enabled young people from Flanders to insure their Pukkelpop festival tickets.
We created a campaign video, a campaign image, radio ads, e-mails and – of course – a campaign website where participants could upload a unique video, and vote for their favourite videos.
At Pukkelpop, we constructed a veritable ‘Hotel Mama’ stand where festival goers could have their dirty t-shirts laundered and were given a unique t-shirt featuring the talented comic queen Niet Nu Laura. Pukkelpoppers could also relax in the upstairs lounge, complete with massage from a mama, where they could also insure their festival ticket for 2020.
‘Experience marketing’ is the ultimate way forward to engage with young people, so the focus of this campaign is on experiences and perception. The Pukkelpop music festival is an excellent opportunity to embed Ethias in young people’s mindsets. Not just during the festival, but before and after too. To make sure Ethias came across as a likeable brand at Pukkelpop, Ethias enlisted the help of communication agency Onoff and event agencies Hood & Tell and MAC21. We worked together to develop a creative activation specifically for young people.
