In addition to a powerful TV and radio campaign, the ministry also wanted to actively engage young people through mobile activation. The challenge: a low-threshold, fun way to stimulate BOB behavior while firmly anchoring the message.
Tible developed a national SMS game where participants, after participating in a BOB action in nightlife, received a unique code. After texting the code, they immediately received a personal response or had a chance to win prizes.
The technology behind the system offered: