The challenge
For 1.6 million Dutch children, sport, art and culture are not a given. According to research by Ipsos I&O, it is mainly costs and a lack of information that hold families back. Miss that first step, and you miss the chance to discover talent.
The brief
ABN AMRO asked HAGENS to make the sponsorship strategy behind the brand promise ‘Voor ieder begin’ (For every beginning) visible through earned PR. The goal of ‘Ik begin’ (I’m starting): to inspire and inform children and parents about the opportunities to take part, and to raise unprompted sponsorship awareness by at least 3 percentage points.
The strategy
A medium without barriers
You don’t reach this audience with bank communications. So we chose a medium without barriers: a children’s book.
The creation
The children’s book ‘Ik begin’
HAGENS developed the concept and guided the book from idea to production. ‘Ik begin’ brings together 15 stories of children and well-known Dutch people, including Sherida Spitse and Jörgen Raymann, who each overcame a barrier. Each story comes with practical tips for parents. The book is available free of charge in four languages and as an audiobook.
The approach
Three moments
The Ipsos I&O research in September, the Week of Beginnings and the launch during Children’s Book Week, together with Stichting CPNB and the Jeugdfonds Sport & Cultuur. All of ABN AMRO’s sport, art and culture partners took part.
The impact
A bestseller and a Golden SponsorRing
Within two weeks, a second and third print run followed: 21,000 copies and an official bestseller. More than 400 primary schools added the book to their library, and the campaign generated 68 publications and a reach of 6.4 million. Unprompted sponsorship awareness rose by 6 percentage points, double the target, and 71 percent of Dutch people gained a more positive view of ABN AMRO.
The crowning achievement: ‘Ik begin’ won a Golden SponsorRing.
21,000
Copies
official bestseller within two weeks
+6 pp
Sponsorship awareness
unprompted, target was +3
Gold
SponsorRing
awarded for ‘Ik begin’
Internally
During the Week of Beginnings, 1,100 ABN AMRO employees went out with children themselves to discover new sports and activities.
