25% of dutch children are low-literate. Only 15 minutes of daily reading is enough to reverse this. But the good old fashioned book has a lot of competition. Especially from smartphones. We used this distraction and turned it into a new way of reading called Strolling Stories. A game-like experience that turns the whole city into a gigantic adventure book.
Billboard-turner
Kids read the exciting short story on their phones, but it could only be completed by finding all animated billboards.
Epic chase
The vibrant billboards took kids on a reading adventure all over town. Pulling them further and further into the story.
Social teasers
Strolling Stories was promoted online with short social teasers. A mysterious alien message urged kids to join the hunt.
Online preface
The idea was introduced by award-winning children’s book writer Maranke Rinck, who wrote the first Strolling Story.
Results
600+ schools reached
20 minutes average reading time
#1 Christmas holiday trip on uitjes.nl
Press
- Strolling Stories got picked up by several websites and influencers like uitjes.nl, dagjeweg.nl, coolesuggesties.nl, Gezien in 010, Leuk met Kids and Meester Mokka.
Awards
- Strolling Stories was a winner of the 2022 Ocean Outdoor Digital Creative Competition. Scooping up 100k prize money to execute the idea. It also got nominated by Content Marketing The Awards.
To be continued
- Three other cities have expressed interest in the project. (Uden, Maastricht and Doetinchem)
TEAM 👊
Agency: N=5
Copywriter: Leon Ragetlie
Art director: Gabriela Nouws, Alex Herwig
Creative director: Anne Stokvis, Thijs Bontje
Strategy: Sophie Diepstraten
Account: Gonny Pullens
Producer: Tisha Hoppenbrouwers
Motion designer: Sander Kruit
Editor: Robine Schmetz
Client: Carlijn Vos, Mandy van den Akker