In the maze of digital information and possibilities, it’s sometimes hard to know what’s ‘fact’ and what’s ‘fiction’. Mediawijs’ new book, ‘Mijn smartphone luistert mij af – en 22 andere mythes over het digitale tijdperk’, helps you navigate that digital jungle. And we took that quite literally in our launch campaign!
We teamed up with Kamiel De Bruyne - social media phenomenon and chairman of ‘de Nationale Vereniging voor Nutteloze Borden’ - to design 5 cheeky road signs inspired by content from the book.
We spread our road signs in different neighborhoods of Ghent to make passersby laugh, think, and most importantly, gain insight into the digital world.
Listen to the shortcasts
Each sign features a QR code that leads you to an audio sneak peek of what the book has to offer.
From the streets of Ghent to feeds in Flanders
We produced a series of videos to bring the signs – and the book of course – from the streets straight to your feed. Starring Kamiel.
We also turned our road signs into posters, bookmarks and panels for libraries, digipoints and events across Flanders.
Results?!
Our campaign gained widespread media attention, thanks to our friends at Walkie Talkie, with coverage in multiple Flemish newspapers & magazines, guest appearances on popular talk shows like De Tafel van Gert and interviews on major radio stations. This resulted in a media value of over €850.000 and an impressive ROI of 67.
Through our influencer campaign, we reached more than 200.000 interested readers. Meanwhile, our online advertising efforts far exceeded expectations—achieving 7 x more video views and 4 x more website traffic than forecasted. Most importantly: the book sold out in just two months, and a second print run is already on the way.
Unfortunately, we’ve had to remove the signs, but Mediawijs is looking for a new city or town to adopt them, so you might just run into them again!
Meet the campaign team
PM: Dominique
Creative Copy: Reina
Creative Director: Sander
Audio Engineer: Stef & Leander
Designer: Laurent
Video: Jeroen
Edit: Anna
EFP: Jori
Motion: Lara
Photography: Bram
Team Mediawijs: Mattia / Elke / Karen
PR & IM Walkie Talkie: Sara / Nathan / Isabelle