Netherlands   |  2022

NYX Marketing & Communication Awards (Marcom) Gold Winner Winner

Upgrade Jezelf - cross-media activation campaign

Entrant Company

Doop

Category

Strategic Campaign

Client's Name

Upgrade Jezelf

Sub-Category

PR Campaign

Experience Level

Agency

Region Zwolle thought it was time for an upgrade of the regional labor market. With the launch of Upgrade Yourself, part of the Human Capital Agenda and the accompanying development fund, the Zwolle region is giving a powerful impulse to the labour market. But Upgrade Yourself cannot mean anything to Zwolle without input from its employees! That\'s why they asked us, Doop, to make Upgrade Yourself widely visible in the region in order to activate employers to submit 100 training requests to the development fund. To make the initiative widely visible in the region, a cross-media activation campaign was developed. From social campaigns to online advertising, offline expressions, a launch event and even a podcast. Entrepreneurs from the region are challenged to become ambassadors of Upgrade Yourself and to nominate other entrepreneurs or make a claim on the development fund. After six weeks, almost 400 training applications had already been received! Thanks to the Upgrade Yourself campaign, Zwolle has transformed itself from an ambition region into a growth region!

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