ROC Midden Nederland is a large regional education institute with over 25,000 students. We’ve launched the campaign website metveelstij.nl to reach young scholars and to tell them about the open evening at June 8. This site resembles the famous website geenstijl.nl and teenagers can make their own personalized movie here and share it with their friends.
CAMPAIGN SETUP
The sky is the limit! This is the slogan of ROC Midden Nederland. A video was developed to show young people what might be possible when they graduate and receive a ROC diploma. The video, which can be personalized, is quite over the top and the surrounding website has the look and feel of the Dutch website geenstijl.nl. Icemedia chose this strategy to get the attention of young scholars and geenstijl.nl and consequently create awareness of the ROC open evening. What we predicted did happen: geenstijl.nl picked up the link metveelstijl.nl and published an article on the Geen Stijl homepage about it. After that, everything went very fast, many comments were posted and ten thousands of people clicked on the linked website metveelstijl.nl. In total almost 60,000 unique visitors visited the campaign website and 25% of them clicked through to the ROC website where more information about the open evening was provided. The first goal was reached, now we're curious how many people will visit the open evening on the 8th of June.
OBJECTIVES AND TARGET GROUP
• Create awareness around ROC Midden Nederland and it's open evening
• Stimulate the target group to visit the open evening on June 8
• Provide people with a tool that stimulates (online) word of mouth • Target group: people between 15 and 19 years old who are ready to start a MBO education
CAMPAIGN LINK
Website ROC metveelstijl
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