- Production podcast
- Distribution strategie
- Media buying
Like no other ANWB (Dutch Touring Club) knows where to find the most beautiful places in the Netherlands. With the podcast Verborgen Verhalen (Hidden Stories) the brand shows in a surprising and original way that adventure can be found just around the corner. With this podcast ANWB also shows that it is able to connect with new target groups, through inspirational stories.
ANWB has existed for over 135 years and is deeply anchored in Dutch society, with 4.5 million members. Most Dutch people know the ANWB mainly from roadside assistance and signage. The brand is therefore mainly seen as practical and functional. They do not see that ANWB is an innovative, inspiring and adventurous brand.
For example, ANWB knows better than anyone what the best places are in the Netherlands for outdoor activities. The organization shares this knowledge through various channels, but it seems to be challenging to reach younger target groups.
ANWB has the ambition to profile itself as innovative and contemporary. Publishing an owned branded podcast fitted perfectly with this brand strategy, since this medium is developing quickly and is on the rise. Airborne developed a format that makes smart use of the podcast laws and in which a mystery is unraveled in every episode. These mysteries are associated with specific places in the Netherlands: stories that, in some cases, have been word-of-mouth for centuries. From hidden treasures in the North Sea to a giant deer in the forests of the province of Drenthe.
In this way, ANWB proves to be an expert in the Netherlands. Not by giving tourist tips, as it already does through other channels, but by telling inspiring stories. It also stimulates listeners to go outdoors. After listening to Verborgen Verhalen, it is only more fun to discover that one place.
The stories are made for the whole family and therefore suitable for listening in the car; a moment of use that falls within the domain of ANWB.
Verborgen Verhalen is the best-listened podcast in the Netherlands ever, presented by a brand. The ANWB managed to attract tens of thousands of listeners and reached a top position in the Dutch podcast charts for months.
Qualitative research shows that the objectives have also been amply achieved. Respondents indicate that the podcast surprises, inspires, and that it tells new, unknown stories. ANWB is seen by listeners as a brand that has extensive knowledge of the Netherlands.
In this way, ANWB came in the sight of a target group that normally doesn't see much of the brand. Listeners responded almost unanimously with praise and great enthusiasm to the series. The consumption ratio and the percentage of listeners who subscribe to the podcast is, therefore, unprecedented high. The mission to position ANWB as an innovative and inspiring brand has thus been successful.
The mission to position ANWB as an inspiring brand with extensive knowledge of the Netherlands has thus been successful.
Consumption ratio (percentage of episodes that are listened to on average)
Top position in the Dutch podcast charts
Percentage of listeners who see ANWB as an organization with extensive knowledge of the Netherlands
Unanimously positive reviews from listeners
Stijging van koopintentie diensten ANWB
Nice, interesting podcast! Now listening to the episode about the Bokkenrijders with a view of Rolduc Abbey, it really brings it to life!
Make hundreds more!
Truly the best podcast out there. Pascal takes you to places with a special history. A real joy to listen to. Hope there are hundreds more to come.
Relaxed and interesting
Nicely told, nice to listen to and you also learn something from it.
Definitely a must
What a nice discovery, this podcast. Definitely a must. Look forward to more stories