Bringing the EU
Direct to You
When Europe Direct Brussels asked us to make the European Union more tangible – even exciting – for young people, karma.agency answered with a creative campaign designed to reach the intended audience both online and in person.
With Belgium holding the rotating Presidency of the Council of the European Union and with EU elections right around the corner, Europe Direct Brussels wanted to showcase how the EU impacts the daily lives of young Brussels residents.
What they wanted from us was a creative way of doing so.
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Creative Direction
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Community Management
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Project Management
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Game Concept and Production
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Quiz Copywriting
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Graphic Design
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Event Management
Hosted by visit.brussels, Europe Direct Brussels is an information and documentation centre about the European Union that allows direct contact between the EU and citizens of the Brussels-Capital Region.
The Brief
For many Brussels residents, especially young ones, the European Union is a complex, bureaucratic behemoth that occupies a lot of buildings between the Schuman Roundabout and Place Luxembourg. Beyond that, it tends to be a bit of a mystery. The client wanted to pull back the curtain and transform what is often seen as boring into something exciting and worth paying attention to. In other words, what Europe Direct Brussels wanted was a silver bullet solution for making the EU relevant – and even sexy – for 18 to 24 year olds. So, what we gave them was an Airstream.
Delivering the EU from an Airstream
Our silver bullet solution was a six-month campaign that included both an online presence and in-person events.
The events were hosted in an eye-catchingly shiny silver Airstream camper that we parked at a handful of Brussels neighbourhoods – from the busy city centre to residential areas and popular parks.
The outside of the trailer was embossed with the unique visual identity we developed for the campaign. To make the camper welcoming to the intended audience, we gave the interior a cool, dorm-room style vibe complete with comfy chairs and a modern flare.
Inside, guests were able to play games, socialise with our young EU experts, ask questions, voice their concerns, and learn the ins and outs of voting in the upcoming EU elections.
The campaign was supported by a new, dedicated Instagram page that not only allowed our client to create buzz about the in-person events, but also reach an even bigger audience – even after the campaign itself was finished.
Pop Quiz !
Know your Schengen from your Erasmus? Or why you no longer pay roaming charges when making calls in the EU?
At the heart of the campaign was an interactive card game that challenged young people to test their EU knowledge for a chance to spin the wheel and win a cup of coffee, a warm waffle or other prizes.
Working closely with the client, karma.agency researched and wrote a set of questions and designed a game that helped advance the campaign’s goals in a fun, light-hearted way.
Many of the questions were also shared via the @europedirectbrussels Instagram page, where followers were able to enter a prize drawing.
The Power of Thinking Outside the Bubble
This was an exciting project for karma.agency, one that not only challenged us creatively, but also one that required us to orchestrate a team of external providers and manage the logistics of hosting events in six different communes. But the work paid off, with the campaign having reached over 6,600 young people – and counting!
That’s the power of a creative communications campaign.
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