UNO Speelkwartier
UNO is number one game in the world. It is a game that connects people in a universal way. Mattel/UNO Netherlands asked Posterscope Netherlands to create a brand awareness campaign embracing their vision of connecting people with a focus on children and endorses their corporate social responsibility.
Encourage kids to make new friends
After doing lots of research we came across a very underexposed problem which is loneliness amongst children. We learned that 1 of 10 children feels lonely. Social contacts are extremely important for the social, emotional and cognitive development of a child. In fact, many lonely kids become lonely adults. To find a solution, we collaborated with a primary school in Utrecht for our pilot project. The pupils gave us great insights: 1. They often don’t know what to play. 2. They would like a database of their games. 3. They would like a meeting point. 4. The school would like to encourage kids to make new friends 5. It should be something that stimulates the imagination 6. It should be created in a universal language
Everyone plays along
With these insights Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely children in the schoolyard with other children so that they no longer have to play alone again. The UNO playset is a life-size pawn, placed in half a circle. Children can turn the N knob during playtime, after which a game appears that children can play together. Every child who stands within the half-circle participates in the game being played. The children have been instructed by the school that no one can be excluded who is in the circle. That way, children don’t have to ask to play along, making it easier to all play together. The launch of UNO was a huge success for the kids, but also the start of UNO’s brand awareness campaign. We used the footage of the launch to create social videos and (d)ooh posters for social media and out of home to raise awareness for this underexposed problem and reach a large audience with this social brand message.
Results
- With a total budget of 55.000 euro we realized a total online and offline reach of 24.4 million and more than 100 applications from schools for their own UNO Playground created by a multimedia campaign. Thanks to online csr news platform Bright Vibes, the collaboration of out of home media owners Ocean Outdoor, CSDigital Media, Centercom and Exterion Media, a PR campaign and a paid social media campaign of Iprospect.
Non paid social media - Total reach of 1.988.059 - 773.811 3-sec video views - 726.407 unique 3-sec video views - 83.046 post engagement Paid social media Total Reach: 334.000 Total impressions 889.000 Total engagement 4.500 (Digital) Out of Home Media 16,8 million people Online and offline editorial reach Total Reach: 4.082.000 UNO Playset applications 100+ If these results weren’t great enough, we also received over one hundred applications from schools for their own UNO Playground. So, the story of UNO continues until no child has to play alone again.
Esther ter Braake: Brandmanager UNO / Mattel: “It was a great project that I enjoyed working on very much. It is the best campaign that I developed for Mattel, with the highest total brand reach. It has done a lot for UNO as a social brand and especially for the underexposed problem of lonely children. It is great to see that we can really help children in the schoolyard with the UNO ‘Play along’ playset that we have developed together with children and at the same time communicate the brand promise of UNO: connecting children."
YouTube geo-experiment paved the way for more appointments
Carglass is mainly using traditional media, such as Radio and TV, and for years this has been very successful. Carglass is the undisputed market leader in the "glass repair market," with an assi...
Delivering a huge impact through YouTube for HEMA
After a couple of challenging years, HEMA – a well-known Dutch variety store chain – wanted to attract attention during the holidays with its biggest campaign in years.
However, massive a...
Insurance firm, Centraal Beheer, reduces CPA by 25% with ...
With the end of third-party cookies on the horizon, Centraal Beheer tasked their agency, dentsu, to develop a new cookieless solution able to drive high-quality traffic and deliver more value – ...
Dentsu's sustainable services
Time is of the essence. Sustainability, well-being, and climate are pressing and vital concerns for individuals, businesses, and consumers alike. As marketers, we have the power to make a direct...
Dentsu and Intergamma future-proof their digital measurem...
Dentsu and Intergamma future-proof their digital measurement with Google Analytics 4.
Tuning in: How dentsu increased YouTube ad recall by 188%...
One of dentsu’s clients wanted to generate better awareness and attention of its YouTube campaigns – and drive contextual relevance with key audiences. However, the team was finding it challengi...
Walibi Belgium and dentsu (re)launch the Kondaa
3 million reach for free? Mix classic media & branded content… then shake it!
After suffering two difficult years between COVID & massive flooding forcing to close the...
Intergamma: Data Driven Indexable Faceted Navigation URLs
All of Intergamma’s product lister pages contain the option to filter on a specific brand or product type in the facet navigation. Selecting a filter resulted in a URL with complex parameters. T...
iMonitor: Ad Quality Checker for Paid Social Campaigns
Sending potential customers to dead landing pages is a horror scenario. Money down the drain… iMonitor ensures paid social advertisements quality and automatically verifies clients' websites ava...
iScraper - Digital Demands Automation
In an everchanging world of innovation. The search for automation becomes the only solution to excellence.
iActivate: Campaign automation for small & mid-sized clients
Sola needs to show search ads for products that are in stock (DUH!). Based on proprietary iActivate Express-tool, we set-up a PPC account quickly. The scalable set-up allows the advertiser to up...
Albert Heijn: Data-driven DOOH campaign resulted in a new...
Albert Heijn used mobile data to gain insights into where and when reach specific customer sales segments. These insights were gathered and translated into a highly relevant, data-driven DOOH ca...
Blue Band: Small act of kindness
Blue Band supports families with growing up kids, also in times of Covid-19. We proved this by small act of kindness in a perfect fit with brand domain. #Kidsbakingforkids, create special moment...
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
iProspect: Tele2
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Cubanisto Chatbot
Unxpctd conversations with Cubanisto : for some, websites are not relevant anymore. Chat with Cubanisto’s friendly and dynamic Facebook bot to get the latest on parties, playlists and more.
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.