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TeamAlert
Road trippin
Case Study
Rij Tripvrij

TeamAlert is a foundation with a clear goal; bringing down the traffic deaths of young people in the Netherlands to a total of zero. They do this with a mixture of extensive research, creating bespoke experiences, communicating through campaigns and collaborating with young people and organisations.

After a research by TeamAlert on driving while under the influence of xtc the conclusion was evident; a lot of Young people don’t know how long the effects of xtc will be noticable and what dangers come with being under the influence while driving.

We wanted to create a campaign with two goals; communicate what the longevity of an xtc trip (16-58 hours, depending on a set of factors) does when participating in traffic and create as much organic traffic to the campaign and TeamAlert as possible. Our approach needed to be comprehensive and cohesive, impacting on- and offline touch points.

Challenge

Create a fun and light-hearted campaign to help communicate a clear and serious message without condemning the target audience.

Outcome

I had creative oversight over the project and helped with the creation of a buzz-worthy campaign, which had a massive (organic) reach through media outlets like the news, talk shows and social media. The campaign has reached over 1.978.835 young people.

teamalert.nl

Scope of Project

Campaign Creation
Brand Identity Design
Brand Strategy
Animation
Digital and Printed Marketing Assets

My Role

Creative Direction

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Building a team

We set up a taskforce that would focus entirely on the campaign, consisting of a researcher, press officer, community manager, with a project manager and myself as lead. Each with our own superpower we shared responsibility for the proces, communication and final products.

Understanding the target audience

The target group was clear beforehand; young people who get behind the wheel on ecstasy. However, it was more difficult to understand the target group, because they come from all kinds of different backgrounds, act and think differently and can be reached in different places. We made a profile sketch to see where and how we can best reach the target group.

“Young people often think they are doing well. They use ecstasy at a multi-day festival and stay camping. They don’t drive away until the next day, but twelve hours later it is still not responsible to drive,”

Maartje Burghgraef
CEO TeamAlert

Developing the strategy

By facilitating multiple creative workshops and brainstorms we carved out a strategy for the campaign. We investigated possible challenges and came up with solutions to work around them. During this process the goals and needs of the different stakeholders and the target group were discussed, which resulted in a good foundation for the brand and campaign strategies.

We analysed different touche points and concluded that we would like to target the young adults at places where they would be. Online we would create a webpage dedicated to the campaign, we would created social posts. Then we realised we needed to seek out locations where the target audience would be, like shopping malls, but more importantly the places where you would find young adults using xtc, like festivals and parties.

A mascotte was born

We came up with a holistic approach, which would center around a fun and friendly mascotte; a life size xtc-pill. This would be an eye-catching conversation starter which would bring the brand together and liven things up, not to forget; it would help with our organic reach.

I created sketches for the mascotte and partnered up with Sandra Kaaswork and Eva Wegman. Both talented artists made sure the idea was brought to life.

Defining the brand

When creating the brand, I had to keep in mind that it needed to be fun and lighthearted. I created a set of brand assets which would be a great addition to the mascotte. With the round pill-shaped mascotte as center piece I choose a contrasting  background consisting of hard square shapes, which made the round pill pop even more. The duo-tone color scheme kept the fun and lighthearted tone.

Lights, Camera, Action

With limited time and budget, we had to be creative with what we had. We therefore chose to have a photographer come along to the shooting day and do the campaign shoots on location. This allowed us to produce the entire campaign video and all the photos within a day.

Deliver the message to young people

Armed with flyers, stickers and a script and our mascot, a team of ambassadors have been sent on a mission; approach as many young people as possible and talk to them about the dangers of ecstasy in traffic.

Results

The campaign was a huge succes and even brought the campaign to the attention of media outlets, including several major news channels and the best watched talk show in the Netherlands.

Credits

Client

TeamAlert

Campaign strategy

Jip Laarman
Thomas Rietveld
Lonneke Ziemerink

Creatives

Jip Laarman

art Direction

Jip Laarman

 

Brand Designer

Jip Laarman

Junior Designer

Ellis van der Beek

Costume Design

Jip Laarman
Sandra Kaas
Eva Wegman

Costume production

Sandra Kaas | Eva Wegman

Scriptwriting

Jip Laarman | Thomas Rietveld

Video production

Beeldspraak

 

Project Manager

Thomas Rietveld

Copy

Thomas Rietveld

Marketing Manager

Lonneke Ziemerink

Press officer

Hannah Hamens

Producer

Janna Schropp

Software & Tools

Adobe Photoshop | Adobe Illustrator | Adobe InDesign