Launch Campaign

 Creative Direction 

 Strategic Direction 

Omroep ZWART

Wakker?​

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What's the case?

With zero budget, agencies, Buutvrij, Home, MediaMonks, WeFilm, Havas, Baas, Maak and PRSSKD partnered up to launch the first Dutch inclusive broadcaster Omroep ZWART. The first step in becoming a broadcaster is getting 50K paid members. Not just a community had to be built, we needed brand ambassadors to grow this circle. 

That's where the strategy: friends from friends came in. We kicked off the campaign with ambassadors asking who was awake and ready to join this new movement. Followed by ideas like 'doubling day' where we asked the first 25K paid members to invite their +1 to achieve the big 50K. Omroep ZWART grew organically from zero to a 100K followers in less than a week and we hit 50K paid members after 55 days. This community still remains active today and the case became the most awarded case in 2021.