| Title | EVERT_45 |
| Brand | KPN |
| Product/Service | TELCO |
| Category |
C01. Digital Design |
|
Entrant
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
MAAK Amsterdam, THE NETHERLANDS
|
|
Media Placement 2
|
MINDSHARE Amsterdam, THE NETHERLANDS
|
|
Media Placement 3
|
HILL+KNOWLTON STRATEGIES AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Media Placement 4
|
DIGINED Amsterdam, THE NETHERLANDS
|
|
Production
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Production 2
|
SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS
|
|
Production 3
|
PUPKIN FILM Amsterdam, THE NETHERLANDS
|
Credits
| Thijs Bontje |
N=5 |
creative |
| Daniel te Lindert |
N=5 |
creative |
| 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 |
| 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 |
| Jasper Baartmans |
N=5 |
innovation director |
| Monique Neuteboom |
N=5 |
RTV producer |
| Jordy van den Boom |
N=5 |
ux |
| Lars Noback |
N=5 |
Photographer |
| Taco Arts |
- |
Editor |
| Giancarlo Sanchez |
- |
director (film) |
| Thijmen Doornik |
- |
Cameraman |
| Roel van 't Hoff |
- |
Cameraman |
| - |
The Ambassadors |
Sound Studio |
| - |
Soundcircus |
Sound Studio |
| - |
Big Orange |
Sound Studio |
The Campaign
Evert_45: a boy who tells his story on social media, from 1945
What better way to engage young people and show them that our freedom is our most valuable asset. During national liberation celebrations in the Netherlands this May, Evert_45 did just that. Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and on the website evert45.com. Evert’s war story is an account of his journey to find his brother in hiding after escaping a German labor camp. The narrative of the online campaign was carefully crafted from numerous insightful interviews with World War II veterans, as well as historians and teachers. It is in fact the end result of a Dutch newspaper article entitled ‘It’s up to you to keep this story alive’ featuring interviews with elderly resistance fighters.
Creative Execution
Real historical stories
Even though the character Evert_45 is fictional, his story was based on true stories of ordinary Dutch people from the Second World War. Historical accuracy was safeguarded by historian Dr. J. Rosendaal. And during development it was tested by experts and stakeholders (e.g. veterans, teachers, National Committee for 4 and 5 May, and the Dutch Resistance Museum).
Content = king
The content of Evert_45 can be found on his own YouTube and Instagram channels. The media consumption of young people was used to determine the frequency, duration and location of the content. It was aligned with the way they would view content from ‘normal’ vloggers. Thanks to an overwhelming response in both volume and interaction among young people, teachers across the Netherlands are embracing this new way of exploring history and Evert_45.com is due to be included on the Dutch school curriculum as of 2018.
Indication of how successful the outcome was in the market
Young people voluntarily watched 1.3 million minutes worth of history lessons
The story of Evert_45 makes a powerful connection with young people. We interwove their visual language and day-to-day interests (pranks, foodie shots etc.) with the historical narrative. This led to Dutch youngsters voluntarily watching over 1.3 million minutes of history lessons within three weeks. Young people, as well as their parents and teachers kept asking for more and longer content. Teachers even opted to teach about World War II using Evert_45’s story, and it is due to be included on the Dutch school curriculum as of 2018.
The Evert_45 initiative also had a positive impact on KPN’s brand image. On the most relevant association statements, the scores among those who recognise the campaign are significantly higher than the annual average. The initiative shows that KPN makes society better, through technology, and it contributes
KPN connects Dutch generations
As a telecom provider, KPN is rooted in Dutch society. It has been connecting generations for decades. And as a Royal company, it's keen to help pass on Dutch history. Moreover, KPN has also been specifically associated with freedom, since 2014. With the tagline ‘Feel free’. And with social initiatives in which technology facilitates freedom. That is why KPN feels a responsibility to help pass on stories from WWII to the youngest generation.
Speaking the language of today
Stories about the past are often told in the language of the past. They thereby miss a connection to young people. They were written and/or told by previous generations. If we want to reach young people with the stories of the past, we have to do so with the language of today. Through the channels where they search for information and find inspiration: YouTube, social influencers and Instagram.