On 1 January 2019, the Government of Flanders launched a new child benefit system. The ‘old’ child benefit was replaced with the Groeipakket (Growth Package), the new name for all the financial contributions that every child receives. Another major change: every parent can now choose which organisation will pay out this Growth Package.
Xerius consequently founded the new MyFamily child benefit fund and asked BBDO for assistance to market this new brand to single-parent households.
Our solution
Think BBDO formulated strategic branding recommendations to establish the MyFamily brand. This enabled us to position this new player on the changed landscape of child benefit funds in Flanders.
This positioning manifested itself in a new communication campaign, which we developed with BBDO. We also raised awareness about MyFamily among Flemish single parents, with a TV ad, short videos on social media and banners.
The TV ad showcased several sets of twins who were always able to rely on one another while growing up. These images, in combination with a powerful message, gave viewers a sense of what MyFamily stands for.
- Branding