Challenge

In addition to a powerful TV and radio campaign, the ministry also wanted to actively engage young people through mobile activation. The challenge: a low-threshold, fun way to stimulate BOB behavior while firmly anchoring the message.

Approach

Tible developed a national SMS game where participants, after participating in a BOB action in nightlife, received a unique code. After texting the code, they immediately received a personal response or had a chance to win prizes.

The technology behind the system offered:

• Real-time processing of thousands of text messages per campaign night
• Dynamic rule system for distributing prizes and messages
• Insights into participation by region, time and location
• Complete integration with activation teams in the field

Result

• Tens of thousands of active participants spread across the Netherlands
• Direct reward linked to responsible behavior
• Strengthening of the BOB message among young people
• Seamless collaboration between creativity (Roorda) and technology (Tible)