Over recent years, the OncoCareChallenge suffered from a declining number of participants. We were asked to improve the situation strategically and bring a fresh wind in the already for several years exisiting challenge to find the best Oncology idea in the Netherlands.

We started with brand definition- and ambition sessions, after which a total rebranding followed including a significant change in how the challenge was set-up. We presented a (omni-channel) strategy that involved a large format newspaper, activating 60 second winner videos and much more. The following year we also prepared a full online campaign and let participants video-pitch their ideas.
One of the best elements of the new identity, is the chameleon effect: we manage to make the identity feel fresh each year again by choosing a yearly ‘challenge color’. By doing so, the shape of the logo remains the same (and therefor still is strongly recognizable), but it keeps surprising each year again.

We achieved our goals as participants now feel way more included in the challenge by (for example) pitching their ideas. This also learns them how to explain the power of their concept. As much as winning is a good element for participating, so is the networking aspect. Therefor we are even involved in the venue selection.