Campaigns: Nationale-Nederlanden gets the Netherlands moving with a new campaign

04-23-2024 (14:01) – Campaigns

Nationale-Nederlanden (part of NN Group) has been active as a sponsor of running since 2015. While the focus until now has been primarily on the advanced runner, Nationale-Nederlanden (NN) now also wants to get novice runners moving. A new campaign, a collaboration with the Royal Dutch Athletics Union (KNAU) and the new title sponsorship of the Dam tot Damloop, one of the most famous running events in the Netherlands, should play an important role in this.

In the campaign we see the father-daughter from Nationale-Nederlanden’s 2023 health insurance policy again. Father Brian has been training in recent months and is preparing to participate in the NN Marathon Rotterdam. His daughter’s enthusiastic encouragement sets in motion a ‘wildfire’ of support that quickly spreads along the route and helps Brian cross the finish line. Even avid runner and former world speed skating champion Erben Wennemars (and running ambassador at NN Group) is contributing. In addition, a starring role is reserved for Lee Towers, who with his ‘You’ll never walk alone’ summarizes what it’s all about: with the right support you can get further.

The campaign was shot during the last edition of the NN Marathon Rotterdam, where Lee Towers said goodbye after 30 live performances. In addition to the TV commercial, the campaign, which runs from April 22 to the end of May, consists of online video, digital audio, social media, display and a strong content layer.

NN Running Coach

In addition to existing services such as the Fit Package with health insurance, NN now also offers direct concrete support with the introduction of the NN Running Coach. This personal digital coach on Running.nl is the first achievement of a new collaboration between the Athletics Union and NN. The collaboration should help novice runners to start and remain active in the sport, which is growing strongly in popularity every year, in a personal and responsible way. The introduction of the NN Running Coach fits in seamlessly with the mission of both parties to get and keep as many people moving as possible.

NN Dam to Damloop

With 46,000 participants, the Dam tot Damloop is one of the largest and most famous sporting events in the Netherlands. “We serve many advanced runners, including the NN Marathon Rotterdam and the NN CPC Loop The Hague. The shorter distances (5 and 10 English miles) of the Dam to Damloop are a wonderful challenge for many people who have just started running and want to change their lives in a positive way,” says Marielle Krouwel, CMO at NN Group.

Credits

Nationale-Nederlanden
Roland Ykel, Mirjam van Deursen, Heidi Binnendijk
Agency: Dentsu Creative Amsterdam
Production company: HUGO23
Director: David de Winter
Executive Producer: Menno Koop
DOP: Jeroen de Bruin
Editor: MRTN
Grading: Erik @THE CAVE
Online: Robin@DE CAVE
Sound design: Public Audio