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Enjoy & Respect

Our campaign targeted young tourists to make them 45% more aware of the impact of their behaviour when visiting beautiful Amsterdam.

OOH / EMEA / YOUTH / NETHERLANDS / AMSTERDAM

THE APPROACH:

CHALLENGE

Amsterdam tourism is booming and the city is especially popular with young males. Their interest in the city is more than welcome, but unfortunately it’s also often a source of offensive behaviour, nuisance and problems in the city centre.

Amsterdam Marketing (amsterdam&partners) asked for a campaign to create awareness amongst British and Dutch tourists between the ages of 18 and 34 around how they could enjoy the freedom of the city, whilst still respecting it. The focus had to be on four kinds of behaviour that cause trouble in the tourist areas: noise on the streets, littering, drunkenness and public urination.

We needed to create more awareness of the problem and the reduction of offensive behaviour was a long term goal. We had to give local law-enforcement a means to act upon the offensive behaviour.

SOLUTION 

We gathered data and insights together with a researcher from the Ministry of Justice and Security, a manager of Behaviour & Innovation for the municipality of Amsterdam and our own A&I department. Behavioural insights of the target audience of males aged 18-34, tourism and even the effect of drunkenness on people formed the foundation of this campaign.

There were two key elements to take into account when approaching this target audience: telling them what not to do works counter-effectively, and we had to make sure we reached them in time because the message would be a lot harder to get across once they were intoxicated.

That’s why we created four key visuals corresponding with the four aforementioned problems, and visuals matching the location they were in. Pointing the finger and simply saying ‘you’re not allowed’ doesn’t work for the target group, so we presented them with a choice instead. Simply behave, or be prepared to pay a hefty fine. Next to this, we adapted the tone of voice to speak to them in a way they would speak to each other.

Once the target group arrives in Amsterdam, there’s not much time to reach them before they head into the nightlife. That’s why we started targeting them when they’re still at home, planning and booking their trip. All the way until they reached the centre of Amsterdam. This was done by combining online behaviour, location and age/gender targeting, through which we defined high value target audiences to communicate our message to.

Because there’s new groups of men visiting Amsterdam each weekend, we needed an always-on approach to reach out to all relevant visitors every week. As well as British men, we also targeted their Dutch peers both online and offline. This had the positive side-effect of proving an active attitude amongst residents. In addition, it gave local law enforcement a great tool to act on the problems at hand.

The campaign focused on three tourist/party areas. The combination of location and advertising target settings matched the content with the right viewer. The Dutch target group was predominantly reached through Facebook, and Captify was used for the UK part.

Within Facebook we created different strategies for Facebook and Instagram. The targeting within Captify was based on the use of different data sources using connected searches and other relevant data, like searching for flights to Amsterdam.

The average total reach per week was 157.359. Largely over-performing the estimated weekly reach on social within the target audience (» 118.600).

DELIVERING RESULTS

The Enjoy & Respect campaign has been a massive success.

It has made the target group much more aware of the subject, given them a more positive feeling about tackling the problem, and increased the personal importance of the subject. A very good attitudinal basis for a possible behaviour change.

45% of the British target group were said to be much more aware that showing asshole behaviour in Amsterdam (excuse our French) is not tolerated. Same goes for 24% of the Dutch target group.

More than 20% of the British target group even said they never even thought about the subject before, but now they do. 16% of the Dutch target group agreed with this statement.

Among the British group, the campaign has caused a 23% increase in the perception that it is really a problem, and 19% more people have a positive feeling about tackling the problem.

45
%
more awareness