VDAB – Humo Krasse Knarren

Objective Campaign

We’re facing a world where we might not value the older generations enough in the workspace.
To get this claim across, VDAB came knocking to the door of DPG Media. How can we motivate people in retirement and employers to not see them as obsolete.

Media Characteristics

In order to support that statement, we launched a special edition Humo: “Humo’s Krasse Knarren”. A special annex magazine to the regular Humo, with a full focus on the “Krasse knarren” that used to or still work for Humo.
Still one of Flanders most edgy, iconic and well-known magazines. Behind the scenes, but still at the helm of the campaign: Guy Mortier. Probably the most famous editor – in – chief in Belgium.
He and his troops of ex – and current Humo reporters spearheaded the exclusive native campaign for VDAB.

Reason Best Practice

Throughout the campaign, the native articles scored between 7,7 and 7,9 out of 10 concerning likeability, which is above the benchmark. There is an overall grow in for their already positive brand image. It is specifically the combined power of the native campaign with a complementary classical campaign that creates the uplift.

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