Singer S10 is our acclaimed participant during the Eurovision Song Contest. To show that the complete country is supporting her, AVROTROS launches the digital activation campaign #1metS10.
As the broadcaster for everyone, AVROTROS is stimulating togetherness in the Netherlands. The Eurovision Song Contest is the ultimate event to establish that feeling. Especially concerning our own act. AVROTROS asked us to develop a campaign to enable the Netherlands to express its enthusiasm for S10 and the song contest. And to make this togetherness tangible.
We decided to give the national support a powerful proof of existence by introducing the hashtag ‘#1metS10.’ This hashtag expresses solidarity. And at the same time, it activates the audience. It is a sentence that everyone can easily express and make their own.
How to be ‘#1metS10’? By sharing your best wishes in a creative way. The videoclip of the Eurovision Song Contest track ‘De Diepte’ served as a canvas. Hereupon, all Dutch supporters could add a unique and personal light scribble. And all these scribbles were combined in a special videoclip that was shared with both S10 and her Dutch supporters, for the biggest music Contest of Europe.
And a very happy S10! Within a week, more than 9.750 Dutch people drew and wrote their personal good luck wishes to S10 on the clip. The digital campaign had more than 12 million impressions within just 2 weeks, to make sure the Netherlands stood behind S10. The social media campaign got over 100.000 interactions from fans. And the hashtag ‘#1metS10’ became the ultimate expression amongst fans of S10 and the Eurovision Song Contest, used to share support. Watch the case film.