Award-winning youth campaign 'Rijbewijs Struggles' increases the pass rate at the CBR

How do you guide young people digitally as well as possible, so they choose the right driving school and get their driving licence faster? Together with the Centraal Bureau voor Rijvaardigheid (CBR, the Dutch driving test authority) and communications agency Jong & Je Wil Wat, we have worked on this question in recent years. And successfully! Our campaign has a positive influence on choosing a driving school and on completing the driving licence process.

The expert jury of the Grand Prix Content Marketing Awards 2023 awarded this campaign bronze in the campaigns category. 

In conversation

What do young people consider important when getting their driving licence? What do they run into? We put these questions to the target group to gain insight into the customer journey. These interviews formed the basis for our campaign goals. We turned them into 16 driving licence tips that help with 16 different difficulties, or struggles. The campaign concept 'Rijbewijs Struggles' (Driving Licence Struggles) was born. 

We developed the tips, added visuals and published them on the website. The five struggles with the greatest impact were used for the campaign communications. 

Rijbewijs Struggles

But how do you reach a young target group? That's something we know all about. Youth marketing is a discipline we have more than 10 years' experience in. 

We use authentic video and photographic portraits so the target group recognises itself. By developing multiple variations of content, we can experiment and optimise. Testing is an important part of how we work. That is how we find out which communications deliver the best results. 

Channel choices

We advertised on TikTok, Snapchat, Facebook, Instagram and YouTube. These are the channels where young people in the target group are active. Thanks to our SEO optimisations, the CBR page with driving licence tips received a lot of organic traffic. We supported the organic rankings with Google Ads where it made sense. 

Dashboard, performance & impact measurement 

For every campaign, we draw up a measurement plan. Using tracking pixels, we see exactly which interactions users have with the driving school finder or driving licence tips. We know which stage of the customer journey someone is in and show the right content via retargeting. Google Data Studio dashboards give the CBR real-time insight into the progress and performance of campaigns. 

Result

Impact measurements show that seeing the campaign positively influences the target group in their process of choosing a driving school. 

We have been working with the CBR on this goal for years. That means we continuously gain new insights and apply them to running campaigns. We changed channel choices, switched the tips we highlighted and set new goals. When it turned out that parents are heavily involved in their child's driving licence journey, we created a spin-off campaign for parents. This one also achieves above-average results. That is how the campaign keeps evolving and we keep delivering results. 

The KPIs set at the outset have been met: optimising channel deployment and providing information about the category B driving licence. On to more successful results!