Corona turned the world upside down last March. Sweet initiatives arose spontaneously in society to give each other a heartbeat. Seeing this, SIRE could only think of one thing: #DASLIEF. Following the highly successful #DOESLIEF campaign from 2019, SIRE managed to develop a complete campaign in one week. We are proud that this campaign was recently awarded a SAN Accent in the Current Affairs category.
Inspire a sense of belonging
By highlighting the spontaneously created initiatives, SIRE provided a positive sound to counteract all the negative messaging to inspire, motivate and encourage togetherness.
During corona, we saw that the previously stated intentions of the 2019 #DOESLIEF campaign were translated into action and thus #DASLIEF was born. Taking account of each other, helping each other and taking care of each other. #DASLIEF, because 'Society. That's us. This is how we make the Netherlands a little more beautiful together.
Building nationwide recognition in a short time
The main media objective of the campaign was to bring the campaign to the attention of all of the Netherlands in a short period of time. This succeeded with the powerful creations of advertising agency Joe Public and support from all media partners who selflessly supported the campaign: AdAlliance, Azerion, Centercom, DPG Media, E-Power, Exterion Media, Hillenaar Outdoor, JCDecaux, Mannenmedia, Mediahuis, Mediahuis Limburg, Mundu, NDC Media Group, Nederlands Dagblad, Nextdoor, NRC Media, ORN, Sanoma, STER, Talpa/OMS and Zoover Media.
Due to COVID-19, many advertisers' campaigns were cancelled from mid-March onwards and there was plenty of space available in media. By engaging agencies in 1 week and developing and producing the assets - from home - we were able to make optimal use of the freed up media space. This allowed us to actually steer for the highest possible reach and contact frequency in media. After the first day, 34% of the Netherlands had already been reached.
The #DASLIEF campaign has been on-air for 6 weeks and has had an effect! The total reach has reached 88% and 66% of the Dutch say they are aware of initiatives that exist to help others.
As STROOM we are proud that we have been able to contribute to give the Netherlands a boost in a difficult time with this positive campaign. Thanks again to everyone who selflessly contributed to this campaign.