Mediahuis wins live pitch with unique concept ‘Geluksvogels’ (Lucky Birds) during Branded Content Event 2025
Amsterdam, April 10, 2025 – Creativity and pitching skills are essential for MHX, Mediahuis' creative studio, but the opportunity to pitch live in front of a large audience rarely comes along. This year, the Mediahuis team took to the stage for the third time at the Branded Content Event 2025, following previous victories in 2019 with the pitch for BMW and in 2023 with their ‘Bever Reused’ concept for Bever. At the event, Mediahuis, AM Beyond, and iO presented their ideas to the audience and the team from client ANWB Wegenwacht. Mediahuis took home the victory thanks to their unique and creative concept.
The Branded Content Event is an annual event where content marketing professionals are inspired by the latest trends and developments in branded content. An important part of this event is the live pitch, in which three agencies/operators present their branded content ideas and media plans. The jury chose Mediahuis as the winner because of their creative and promising approach.
Lucky birds
In 2025, everything will revolve around creativity, emotion, and efficiency. Mediahuis' concept, Lucky Birds, focuses on the 25 to 40 age group—the so-called “unlucky generation.” This generation, which often struggles with the daily challenges of life, is addressed in an innovative way. The concept offers these ‘unlucky birds’ the chance to receive a free first year of Wegenwacht membership, so they no longer have to worry about breakdowns on the road. Suddenly, they become lucky birds! The concept cleverly addresses one of the barriers preventing the target group from taking out a Wegenwacht subscription: the idea that they will never have car trouble. This is refuted in a light-hearted way by showing that car trouble is actually very common.
By using existing resources and channels such as branded content, social media, OOH, radio, and video, Mediahuis developed a concept that is not only cost-effective but also perfectly in tune with the current zeitgeist. By combining recognizable breakdown situations with a healthy dose of humor, impactful messages were created that immediately appealed to the audience.
The jury praised the choice of target group and the sympathetic approach of bringing everyday things closer together. “The strategy, fun, and category entry point (CEP) were well combined,” said the jury.
Teamwork
Elise Kop, Team Lead Inside Sales & Creative Partnerships, took to the stage on behalf of the team: “It was an honor to be on stage. The pitch was the result of intensive and multidisciplinary collaboration between different teams, full of top creative talent. I am incredibly proud of my colleagues and this achievement.”
Mediahuis would also like to thank AM Beyond and iO for the stiff competition and the organizers of the Branded Content Event for putting on this spectacular show.
