Hi Lovie judges, this is the case for our client
Thuisblijvertjes, books and stories for all the kids at home
With Thuisblijvertjes, an easy-to use storytime platform, bol.com wanted to entertain kids during those never-ending days in quarantine. The platform was updated with weekly free (well, €0,01 due to technical reasons) Children’s books (ebooks and audiobooks). After kids finished reading these stories they could watch storytime videos made by famous Dutch children’s idols, renewed daily. Thuisblijvertjes was updated with new books and videos until kids were able to return to school and have their teacher read to them again.
Insights, strategy & goals
The goal for kids was to make those long days at home more enjoyable. To make sure that, although they weren’t able to go outside, they were still able to be amazed. The goal for parents was to help them during a difficult period in which they had to work from home, homeschool their kids (homeschooling schedules advised reading at least 30 minutes a day) and also try to entertain them. With the audiobooks bol.com was stimulating less screen time. If kids decided to use a screen, then at least their imagination was being sparked when reading an ebook.
For housebound kids, a great story is the perfect way to escape. But although parents might be perfectly willing to read them a story during the quarantine, it wasn’t easy to find the time / energy. Because whether you’re a nurse giving it your all in a hospital or home officing your way through video calls, the past few months haven’t been the easiest. Also, with libraries being closed, lots of parents were faced with reading the same book over and over again.
That’s why Bol.com, the Benelux’ biggest online retailer, wanted to relieve parents and enable kids to experience great adventures, from their couch or bed. Promoting reading is an important pillar in bol.com’s corporate social responsibility.
Budget & results
The Agency Concept & Production value of this campaign is a total of €100k. Through clever use of media and the influencers’ reach, we were able to reach more than 6 million people. And we entertained kids through hundreds of thousands of book downloads. Research showed that a large portion of our broad target audience reacted positively to the way bol.com responded to the Covid-19 outbreak. The campaign strengthened the brand’s image significantly, showing bol.com to be sympathetic towards its customers whilst at the same time offering an inspiring shopping environment.