The test was announced with a radio commercial full of slang language that we aired on Radio 1, Belgium’s number one newsradio for slightly more grown up listeners.

We asked the listeners to shazam the commercial to get the translation (please listen to radio commercial nr 1 or watch casemovie)

when people shazamed the commercial, they got this translation (now please listen to radio commercial nr 2 or watch casemovie)

Implementation: the commercial was aired on radio, people could Shazam it in order to better understand it. And immediately do the language test via the direct link.

Timeline: the campaign ran during 3 weeks.

Placement: Radio 1 and other radio stations with a slightly more grown up audience.

Scale: the commercial got around 300 airings

After only a few hours #languagetest was already trending topic n°1 on Twitter and over 145.000 people participated on the first day.

The campaign uses the media radio and Shazam in a new and very relevant way.

Target audience: the campaign was targeted towards a slightly more grown up audience. An audience that might not fully understand the slang language that we were using, to underline the importance of the Language Test.

Approach: to sensitize people.

Our language evolves quickly.

For the week of the Dutch Language

De Standaard Newspaper created a test in which adults could test if their grasp of the Dutch language is still up to date and ‘chill’ enough.