Case Nuon & Nu.nlContact:

Background

• NU.nl is the Netherlands’ largest news site for the web and mobile platforms. Users routinely give it high marks, with an average score of 7.9 (out of 10). The most popular sections on NU.nl are Front Page, General News, Politics, National, Entertainment, Sports, Also in the news, Business, Science, Lifestyle and Interne

• Nuon is a Dutch utility company. It belongs to the group of Vattenfall. Nuon produces, sells and delivers electricity, gas, heat and additional services.

• Sanoma Media created a co-branded content platform for Nuon on NU.nl/bijlage. On this platform Nuon could communicate all information on their products andservices. The traffic was stimulated by banners within the Sanoma network andtitles.

Objective

• The goals of the campaign were positioning and activating (generate prodcutawareness and inform about their products and services)

Strategie

• The strategy to reach these goals was based on the branded content principle. Bythat principle, interesting (non-commercial) content is being integrated in a relevant context.

Means

• Via the central co-branded platform in NU.nl, visitors get in touch with Nuon subject in a easy and organised manner.

• The reach of Nu.nl (5 million/month) helps generating visitors that don’t directly go to Nuon.nl. Also was the platform stimulated through relevant titles in the wholeSanoma Network.

• The platform is also reshaped to a co-branded mobile page in Nu.nl/mobiel and aniPad version.

Execution

Banner on mobile

Ipad banner

Execution

Results

With visitor numbers high above expectations the platform that Sanoma made forNuon was a great success.

• 150.000 unique visitors to the platform (KPI was 85.000 unique visitors during the whole campaign (1 december to 31 january)• Contentblock online: on average 30.000 clicks a day• Contentblok mobile: on average 50.000 a day• Total number of mobile clicks: 260.731

Highlights• Visitor numbers high above expectations• Tips and practical info are well read• Timing was well chosen, content was relevant and actual• Proces went very good thanks to mutual trust (and flexibility)