Case Study: Ministerie van Volksgezondheid boosts organ donor registrations with KesselsKramer’s Spotify campaign

Ministerie Van Volksgezondheid recruits 3,000 organ donors with KesselsKramer in half the campaign period

The Dutch Ministry of Health (Ministerie van Volksgezondheid) faced the challenge of recruiting new organ donors. The vendor, KesselsKramer, utilized the Spotify platform to create a campaign that would resonate with the target audience and encourage them to register.

KesselsKramer's solution leveraged a famously annoying song, "Que si, que no" by Jody Bernal. They interrupted Spotify playlists with the song every half hour, pledging to stop only once 3,000 people signed up as donors via an embedded form. The campaign generated massive free publicity across television, radio, and newspapers, leading KesselsKramer to reach its registration goal in half the expected time.

Ministerie Van Volksgezondheid