Joost / Philippe / Jens Berends / De Ceuster / Mortier
Why is this work relevant for Direct?
The need to target people living in specific streets without a big OOH budget is what drew us to a 100% digital targeting campaign, it would be the most surefire way to reduce waste in our target audience.
Mooimakers is the Flemish initiative against littering. They motivate people to keep their streets clean. A dense population in urban areas results in more litter and more work for the city’s personnel to keep the area clean. Hence Mooimakers set out to target urban residents living in the cities’ dirtiest streets and get them to clean up their neighbourhood.
Getting residents to clean up their neighbourhood isn’t an easy task: everybody likes to keep their own house clean – especially when guests are visiting since you don’t want to be seen as someone dirty – but the need to clean up your neighbourhood isn’t as strong. We had to find a way to make people care as much about the outsides of their houses as they do about the insides.
Describe the creative idea (30% of vote)
Which is why we leveraged Google Street View. To keep their maps up to date, Google dispatches the Street View Car every four years. It takes snapshots of not only our lovely streets, houses, shops etc., but of all the litter soiling those streets as well…
And wouldn’t it be a shame to have your lovely house put on display for the whole world to see, whilst being surrounded by trash?
Describe the strategy (20% of vote)
That’s why Mooimakers launched CLEAN YOUR STREET VIEW: a highly localized social media campaign that motivated people to keep their street clean by making it personally relevant.
Describe the execution (20% of vote)
A few days before the Google Street View car passed by, we took pictures of more than 1.200 locations throughout Flemish cities soiled with litter.
We used the geolocation of each picture and targeted on Facebook and Instagram all the citizens living in the very street the picture was taken in. Our video-only social media campaign based on dirty Goole Street View pictures, showed them how dirty their street was and what a shame it would be to have it captured like that. Each clip ended with the same call to action: clean your street for Street View!
This way we gave people the same feeling about their streets as they have about their homes: you would rather keep it clean instead of having to be ashamed about it.
List the results (30% of vote)
Hacking Google Street View to reach people with a digital message based on their physical location, resulted in a highly effective campaign. When compared to other Mooimakers campaigns, this 100% digital campaign achieved better results than previous mixed media efforts. This is likely due to the highly targeted messaging approach.
We defined an audience of 1.074.000 people living in 7 Flemish cities.
Based on a CPM of 4€ and with a budget of 3000€, we estimated our reach to be around 750.000 people.
In total we spent 2.919€ and reached 783.327 people for almost 1.000.000 impressions.
The higher reach was the result of a lower CPM of €3.
250.605 people watched the videos for at least 3” and 42% of them watched it till the end: 106.047. All videos combined generated 252.067 interactions (all engagement).