| Title | GET THE FLOW |
| Brand | VODAFONE |
| Product/Service | VODAFONE |
| Category |
A05. Music / Sound Design |
|
Entrant
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DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
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Idea Creation
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DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
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Media Placement
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MEC NETHERLANDS Amsterdam, THE NETHERLANDS
|
|
PR
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HET PR BUREAU Amsterdam, THE NETHERLANDS
|
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Production
|
WEFILM Amsterdam, THE NETHERLANDS
|
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Production 2
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ROBOT KITTEN Hilversum, THE NETHERLANDS
|
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Additional Company
|
MAAK Amsterdam, THE NETHERLANDS
|
Credits
| Ed van Bennekom |
DDB & Tribal Amsterdam |
Creative Director |
| Jasper Diks |
DDB & Tribal Amsterdam |
Creative Director |
| Jesse Mons |
DDB & Tribal Worldwide, Amsterdam |
Digital Director |
| Sophie van Pelt |
DDB & Tribal Worldwide, Amsterdam |
Executive Producer |
| Esther te Pas |
DDB & Tribal Amsterdam |
Business Director |
| Ralf Hesen |
DDB & Tribal Amsterdam |
Strategy Director |
| Esmée Lechner |
DDB & Tribal Worldwide, Amsterdam |
Designer |
| Joris Groot |
DDB & Tribal Worldwide, Amsterdam |
UX Designer |
| Marco Kruk |
DDB & Tribal Worldwide, Amsterdam |
Motion & Graphic Designer |
| Keith Kornson |
DDB & Tribal Worldwide, Amsterdam |
Design Director |
| Erwan van Buuren |
Erwan van Buuren |
D.O.P. |
| Pelle Asselbergs |
Pelle Asselbergs |
Offline editor |
| Tim van Paassen |
The Compound |
Online editor |
| Reinder van Zalk |
Earforce |
Sound design |
| Cris Kos |
Cris&Jeff Music |
Music |
| Ali B |
Ali B |
Music |
| Xavi Feliu |
Vodafone |
Social Brand Manager |
| Joke van Griensven |
Vodafone |
Brand Engagement Specialist |
| Tijmen Mulder |
Robot Kitten |
Technical Director |
| Jorrit van Ditshuizen |
Robot Kitten |
Developer |
| Patrick van der Werf |
Robot Kitten |
Developer |
| Niels Filmer |
Robot Kitten |
Developer |
| Iris Schultheiss |
Robot Kitten |
Producer |
| WeFilm |
WeFilm |
Production Company |
| Het PR Bureau B.V. |
Het PR Bureau B.V. |
PR Company |
| Maak |
Maak |
Media Company |
The Campaign
In the Netherlands 5% of all children stutter. Studies have shown that when people who stutter start rapping, their stutter disappears. We created Get The Flow, a free app that uses rap to help children speak more fluently. Rap provides guidance and rhythm, which really helps people who stutter. Many stutter therapies lack fun speech exercises. Get The Flow combines speech exercises with something kids do like: hip hop.
We collaborated with famous Dutch rappers, songwriters and the Dutch Stutter Federation. For every exercise they wrote special rap lyrics that make use of tongue twisters and alliterations that are hard to pronounce for children who stutter.
A custom-built timing system automatically recognises if kids don’t stutter. Kids can see their improvements and share their tracks with other stuttering kids.
And they can connect to practice together, so they feel they’re not alone in this.
Creative Execution
Vodafone runs a brand engagement programme called ‘Powerful Connections’ in the Netherlands. With this programme the network provider aims to underline their vision that mobile technology connects people and changes their lives for the better. To show Vodafone’s vision we felt we needed real proof and decided to create a mobile technology solution to a social issue. We saw that stuttering is a serious issue in the Netherlands and stuttering is all about communication, which laid the foundation for our creative idea.
We built the free app ‘Get The Flow’ that uses rap to help children who stutter speak more fluently. Rap provides guidance and rhythm, which really helps people who stutter. The app has a playful design that appeals to children. The app consists of multiple levels of difficulty. Special rap/stutter exercises were written that make use of tongue twisters, vowel, consonants and alliterations that are hard to pronounce for children who stutter.
Changing tempo helps so we recorded all tracks from slow to fast. Children could connect to practice together and share their progress. A custom-built timing system automatically recognizes if kids don’t stutter. On their profile page they could see their improvements and share the results with their stutter coaches.
The app was launched together with the Dutch Stutter Federation, capturing national and international attention.
In addition to the app itself, we created a documentary about a boy overcoming his stutter problem by using the app, to generate maximum impact and reach. His story became an example for other stuttering children. Video views, editorial pieces and social reached over 66% of the Dutch population and got 89+ million media impressions. We’ve already helped thousands of children to improve their speech skills and the The Flow is now used by 70 stutter practices all across the Netherlands.
The Get The Flow app is downloaded 13.453 times. The number of children in the age group 6 to 12 years who suffer from stuttering in The Netherlands, is around 13.200 (sources: CBS, NFS/National Stutter Federation). The number of downloads exceeds the number of children in our target group that suffer from stuttering because a) stuttering children younger or older than our target group have downloaded the app, b) friends of the stuttering children that do not stutter have downloaded the app to do ‘rap battles’ with their stuttering friend. Based on input we received from the NFS (National Stutter Federation), we confidently estimated 2/3 (or 67%) of the stuttering children in our target group used the app.