Going the extra mile for Tabloo

What’s the spark?

Their aim is not only to become the nation’s go-to authority on radioactivity by 2035 but also to get people excited about their events and exhibitions. Tabloo has been growing since its 2020 inception, but its recognition remains mostly regional. Currently, 61% of its branded search traffic comes from Antwerp. Without a strong communication history or data to guide them, Tabloo was on the lookout for a trusty communication partner. They needed a pair of fresh, innovative eyes to light up the conversation about radioactivity – and we were ready to deliver.

“It’s not easy to spotlight a subject that’s often portrayed negatively. We chose to take an informative approach, but we decided to add a level of playfulness.”

Liselotte Carnel, copywriter

Bright ideas, bigger impact

With limited insights to build on, we decided to treat this campaign as ground zero and build up from there. This strategic reset allowed us to test hypotheses around messaging, target groups, and channel selection. The campaign aimed to spark local visibility while testing broader outreach in Flanders and neighboring Noord-Brabant. This approach laid the foundation for a high-impact national push.

So, how did we spark up the conversation? Enter “Wablief, radioactief?” - a creative concept designed to evoke curiosity and wonder. Proving that science doesn’t have to be boring. With its clean visuals and informative, but cheeky tone of voice, this campaign challenges preconceived notions about radioactivity. Without being polarizing, dry, or overly challenging. Did you know that, just like bananas, potatoes, and avocados, humans are naturally sources of radiation too? Thanks to this campaign we showed that radioactivity is part of nature. And let’s just say that these fun facts are the perfect way to peak interest and curiosity.

Execution across three phases

1. Regional activation: A warm-up phase designed to drive ticket sales for Tabloo’s public day through social ads and local media outreach.
2. Building visibility: Regional campaigns featuring wobblers on public transport, playful stickers in Tabloo’s own restrooms, and local print ads in De Zondag and Onderox.
3. Widening the net: Reaching audiences in Flanders and Noord-Brabant through a targeted search and social campaign, featuring diverse assets and messages designed to guide the audience from awareness to consideration. These campaigns introduced the public to Tabloo while driving ticket sales for the exhibitions. Complemented by Spotify ads, radio spots on Radio 2 and MNM, and a dynamic landing page, the strategy ensured maximum visibility and engagement.

Every element – from the smallest wobbler to the final radio jingle – was designed to pull audiences closer to the awe-inspiring world of science. And because metrics matter, we tightly integrated analytics to not only track what resonated best but also refine the strategy in real time, ensuring every element worked towards maximising impact. For this campaign and future ones.

Radiating success

Our commitment to continuous monitoring and optimisation ensures that the campaign evolves in line with performance insights, maximizing its long-term impact. This proactive approach has already sparked meaningful conversations and built strong momentum, laying the foundation for Tabloo’s journey from a local gem to a national treasure

Curious? Check out the campaigns landing page at tabloo.com/nl/wablief

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