| Title | WAVE 'M TO THE WORLD CUP |
| Brand | AMSTERDAM AIRPORT SCHIPHOL |
| Product/Service | AIRPORT |
| Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
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Entrant Company
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FHV BBDO Amsterdam, THE NETHERLANDS
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Advertising Agency
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FHV BBDO Amsterdam, THE NETHERLANDS
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Advertising Agency 2
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RED URBAN Amsterdam, THE NETHERLANDS
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Media Agency
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UNIVERSAL MEDIA Amsterdam, THE NETHERLANDS
|
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Production Company
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THISPAGECANNOTBEFOUND.COM Amsterdam, THE NETHERLANDS
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Credits
| Tim De Waard |
FHV BBDO |
Copywriter |
| Daniel Samama |
FHV BBDO |
Art Director |
| Mark Muller |
FHV BBDO |
Creative Director |
| Martin Cornelissen |
FHV BBDO |
Creative Director |
| Arnd Jan Gulmans |
FHV BBDO |
Strategy Director |
| Lidewij Baneke |
FHV BBDO |
Client Service Director |
| Astrid Witteveen |
FHV BBDO |
Account Director |
| Katia Pravnik |
FHV BBDO |
Account Executive |
| Peter Burger |
FHV BBDO |
Agency Producer |
| Hans Dekker |
FHV BBDO |
Online Producer |
| Esmee Lechner |
FHV BBDO |
Interactive Designer |
| Yordy Van Der Werff |
Alwaysbebold |
Interactive Designer |
The Campaign
Amsterdam Airport Schiphol believes that a good departure can do magic for your trip. Since the Dutch national team was leaving for The World Cup in Brazil from Schiphol, we decided to seize the opportunity.
Amsterdam Airport Schiphol invited everyone in the Netherlands to wave goodbye to the Dutch national Team, to give ‘Team Orange’ the best possible start on their journey to The World Cup. The initiative generated massive publicity and sympathy for Schiphol.
The Brief
The objective of this PR campaign was to generate massive publicity and sympathy for Schiphol by giving the airport a genuine and sympathetic role in the departure of the national team.
Results
Thousands of people switched on their webcam to wave the team goodbye and wish them luck. In addition, Schiphol’s initiative was featured on all the national prime time news shows, with an estimated reach of 3,5 million people (source: SKO viewership analysis).
The five official sponsors of the national team were so impressed by our initiative and its PR potential that they decided to join in. They even allowed iconic characters from their TV commercials to join the Dutch public in waving goodbye to the national team.
Schiphol managed to generate a total of 41 million impressions, 2 million through its own channels. The video compilation was viewed 202.000 times on YouTube and Facebook.
All this amounted to a total reach of a whopping 72% of the entire Dutch audience (source: SBS).
Execution
With the ‘Orange Wave Goodbye’, we created an online platform that gave everyone in the Netherlands the opportunity to wave the team goodbye using their webcam. In the weeks leading up to the departure, we deployed limited paid media around World Cup related content (non-spot TV, banners and search) seizing every opportunity to generate traffic to the platform.
We then invited national news channels and iconic Dutch brands to join in. Finally we compiled these waves into the ‘Orange Wave Goodbye’ film and showed it to the team at Schiphol as they made their way to the plane.
The Situation
Not being an official sponsor, and not having the big budgets of the major brands, meant that Schiphol had to be smart. We decided to focus on our limited but genuine role as the place where the team start their journey towards The World Cup. We made the most of this moment by getting the whole nation involved: the Dutch public, major TV channels, even iconic Dutch brands, asking them to join us in waving the team goodbye.
The Strategy
Schiphol strongly and genuinely believes that a good departure can do magic for your journey. So we decided to make sure that the Dutch team would get the best departure possible. What could be better than leaving for Brazil with the feeling that the whole nation is behind you?