Nowadays we increasingly find our information and services online. But the elder generation have yet to embrace the internet. In 2013, a whopping 50% of 65 to 74-year-olds had never even been online. Chances are, they were missing out on a lot of information as a result.
So it was time to show them the benefits of the internet. Our mission: explain the benefits of the internet to senior citizens and convince them to go online for the first time.
Radio ad
We developed a campaign titled “Da’s toch handig, dat internet” (Isn’t the internet handy?), a slogan that also focused on the benefits of the internet for the elderly. TV and radio ads were broadcast for a two-week period on Radio 2, VTM and één and for three weeks on regional channels. We also developed advertorials in magazines for the elderly and relied on associations and libraries to further disseminate the campaign with posters and brochures.
9
Data
15
interviews
7
newspaper features
3758
views
2
TV ads
1
Luc Appermont
The kick-off of the campaign in Antwerp’s Central Station with the face of the campaign, Luc Appermont, generated a lot of free publicity. A lot of radio and TV channels also picked up the campaign.
