To accomplish branding in its relatively young target group and create a buzz around www.landmacht.nl, the Royal Netherlands Army decided to use Icemedia’s marketing tool icecards. A link on landmacht.nl directed interested consumers to the webpage where they could order their personalized icecards.



CAMPAIGN FACTS

• Online: 49,000 unique visitors / 207,000 pageviews
• Offline: 10,000 consumer activations / 86,000 card impressions
• Database: 10,000 records

OBJECTIVES AND TARGET GROUP
•  Reach a relatively young target group between 14 and 25 years old
•  Branding within young target group
•  Create buzz around www.landmacht.nl
•  Generate a database
•  Generate web traffic to www.landmacht.nl

CAMPAIGN SET UP
The Royal Netherlands Army ran a campaign of 10,000 sets with 11 All Conditions icecards per set. Special about these cards was their Heavy Duty look, representing the tough and strong character of the Royal Netherlands Army. Each set contained one introduction card, meant to provide information about the
campaign.

After ordering, consumers received their free icecards within two weeks at home and could start handing them to their friends and acquaintances, stimulating word of mouth. To get insights into the perceived quality of the Royal Netherlands Army website, a questionnaire was included at the end of the ordering process.

CAMPAIGN RESULTS
The campaign resulted in a positive response of the target group: all 10,000 sets were ordered and distributed in only 33 days. It generated a significant increase in web traffic for www.landmacht.nl, due to high demand.


80% of the users represented the age group of 12 – 30 years, with an average of 22.3 years, peak lying at 15 years. The All Conditions icecards campaign created a buzz around www.landmacht.nl, resulting in 49,000 unique visitors online and offline 110,000 icecards of which 78% will be distributed.