Nationale Nederlanden
How are you?
Challenge
How can we positively influence Nationale-Nederlanden and raise awareness of the importance of mental fitness in relation to illness and disability?
Employees and employers are often not sufficiently aware that long-term sick leave usually has a mental component. To find out, you have to start the conversation.
Idea
In doing so, there are three words that can make people less likely to get burned out. A question we ask each other every day but have lost meaning:
“How are you? People see it as a polite question or a greeting. But giving this simple question meaning back and taking the time to answer it can reduce absenteeism and disability.
We invite several people who do not know exactly what they are coming for. Upon entering we casually ask them, “How are you?”, then we get the usual socially desirable answers. Then they open an envelope containing a card. On the card is the exact same question, “How are you? Now the question does touch and elicit a lot of different reactions and stories. Sometimes confrontational, sometimes emotional. But all equally sincere. It produces beautiful content that touches the hearts of the different target groups.
Result
The campaign has tremendous impact and reach. The targets for the number of impressions and ‘completed video views’ are more than met. The 3-minute ‘Hero video’ has over 6.5 million impressions (2 times more than the target) and a very high CTR (Click Through Rate) of 2%. Notable is the extremely high viewout rate of the ‘Hero video’, the VTR (View Through Rate) was 57.5%, which is exceptional for a 3-minute video. It indicates that people really want to take the time to watch it and underlines the objective of the campaign.
In addition, the PR effort generated a media value of 1,114,600 Euros
