The campaign is part of the multi-year TNO "See it for yourself" campaign and works from different themes. Earlier this year, for example, the theme "Health" was communicated through a branded content collaboration with DPG.
Media strategy to load brand content
The media strategy focuses on achieving brand significance for the TNO brand in terms of content. A content plan based on newsworthy and topical articles in a qualitative umbrella is ideally suited for this. The upcoming flight builds on previously achieved results. Earlier TNO campaigns were very effective in terms of reading times and viewing and click-through rates. These gave more substance to the TNO brand and its focus areas: "Health," "Safety," "Sustainability" and "Digital. From the "Safety" theme, the current flight discusses several sub-areas in which TNO is working on important innovations. For example, this week an important article appeared on Nu.nl about the near future: a robot as a rescue worker.
Long-term branded content partnership DPG
For over 2 years the branded content campaign has been active with various themes. In the coming two months TNO, in cooperation with branded content partner DPG, will publish various articles on Nu.nl and AD. After reading the articles, further in-depth discussions are possible with subsequent TNO podcasts on the theme "Safety".
Collaboration Q-music
STROOM has included in its media strategy a branded content partnership with Q-music, part of DPG, to introduce articles appearing on Nu.nl to a wide audience. Through branded promos, we interest the target group on this channel in TNO. In addition, the campaign will be supplemented with online video on relevant news sites to reach the fully interested target group that wants an additional in-depth look.
Layered thematic campaign
TNO is a leading Dutch innovation and knowledge organization. STROOM and TNO continue to build on TNO's substantive brand awareness. Through the campaigns with topics like Mobility, Health and Safety, we show the Netherlands that TNO's work applies to all of us.