Mediahuis and Wegenwacht launch special radio game during new campaign
Four days of parking earns €10,000
Wegenwacht, the ANWB's roadside assistance service, has started a new collaboration with Mediahuis for the launch of its latest campaign: ‘You're only really unlucky if you don't have Wegenwacht.’
The campaign, developed after winning the pitch during the Branded Content Event, focuses on a younger target group and plays on a feeling that may seem familiar: bad luck? Of course, that never happens to you, but always to someone else.
With a humorous approach, the campaign links everyday moments of bad luck to the Wegenwacht brand promise. The message is clear: bad luck is part of life, but with a Wegenwacht package, you are always prepared.
Campaign components
The campaign started in October with branded content in De Telegraaf and NRC, including the article “Are you always so positive? Then bad luck is just around the corner.” In addition, a radio commercial ran in the run-up to the campaign's big bang, a new radio concept on SLAM!: The Parking Lottery.
Listeners could register for this special radio game, in which participants had the chance to win €10,000 tax-free by parking their car at a designated location for four days starting on November 10. A minor detail was that they also had to stay in the car the entire time. They were allowed to leave the parking spot for a maximum of one hour per day, for example to use the restroom. Visitors were allowed, but the same rules applied to them as well.
The campaign was a huge success, with all 25 available parking spaces reserved within two days. The winner is Sandhia Samsoedien (35) from The Hague. The other participants did not go home empty-handed, as they received a year's worth of roadside assistance.
The campaign is now receiving extra attention via Dumpert, with creative activations around everyday mishaps, including special mishap videos in Dumpert Reeten and content with Rene and Gina. De Speld is also joining in with satirical content about mishaps. In 2026, the campaign will be further expanded with influencer marketing, out-of-home (OOH) advertising, and visibility in newspapers on Friday the 13th—a day that perfectly matches the theme of the campaign.
Dynamics in collaboration
“At Mediahuis, it's always dynamic,” says Yvette van Vliet, Lead Project & Performance Manager at Mediahuis. “Now that we have radio in-house, there is a new energy and space for other productions. Together with Dumpert and De Speld, we are creating a creative campaign with humor. Thanks in part to the triangle with the client ANWB and WPP Media, we can realize this impactful event and, thanks to the broad radio reach, reach an even larger audience, right in the middle of the target group.”
Regina Glasbergen, campaign manager at ANWB Wegenwacht, adds: "With this campaign, we are bringing the Wegenwacht to the attention of a younger target group in a playful way. The Parking Lottery is a nod to what we do every day: helping people who come to a standstill. Whether you have car trouble on the A2 or in a parking lot in Amsterdam, the Wegenwacht is there for you. Every year, we help more than 1.4 million people get back on the road safely."
About the ANWB Roadside Assistance
In 2026, the Roadside Assistance will celebrate its 80th anniversary. With over 1,000 roadside assistance technicians and 1.4 million assistance calls annually, the Roadside Assistance provides reliable and expert breakdown assistance day and night.
About Mediahuis
Mediahuis is a European media group with activities in Belgium, the Netherlands, Ireland, Germany, and Luxembourg. Independent news brands and reliable journalism are at the heart of the organization. In the Netherlands, Mediahuis Nederland has an extensive and diverse portfolio, with national, regional, and local titles that are deeply rooted in Dutch journalism. Nationally, they represent the iconic De Telegraaf, and regionally, brands such as Noordhollands Dagblad, De Gooi- en Eemlander, Dagblad van het Noorden, and De Limburger.
In addition to these strong news brands, Mediahuis Nederland also owns popular digital platforms such as Dumpert, NSMBL, Manners, WANT, Metro, and Culy. The portfolio also includes radio brands such as Radio Veronica, 100% NL, SLAM!, and Sublime, as well as a wide range of web shops, magazines such as VROUW, Privé, and Autovisie, and job platforms. In addition, Mediahuis Nederland has one of the largest podcast networks in the Netherlands: Audiohuis.
