Rijnmond Veilig en Zuid-Limburg Veilig
In case of disaster.
The most disastrous app launch ever just became our most disastrous case.
After the wildly successful introduction of Rijnmondveilig’s crisis app, more safety regions across the Netherlands are now jumping on board. Including the South Limburg Safety Region. They’re embracing the same ‘disastrous’ approach and deploying mayors as the ultimate influencers.
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What’s brave?
When your target audience is literally everyone in the region, and your objective is to get them to download an app they never asked for… playing it safe won’t cut it. So the safety regions went brave. Introducing: the most disastrous app ever.
Spoiler alert.
There’s nothing wrong with the app. But you only use it when things go seriously wrong. Not downloading it? Now that would be a real disaster.
So, the mission is simple: get as many people as possible to download the app. With a campaign that, like any real disaster, can’t be ignored. Even the authorities are in on it — from mayors to fire chiefs and police commanders. Turns out, humor and authority go surprisingly well together.
A disastrous kickoff.
We launched during the World Port Days with a disastrous emergency kit, featuring toilet paper “for when the shit hits the fan”, and a disaster-themed supermarket where people could build their own emergency supplies.
This campaign proves that when you commit to a bold concept and execute it consistently, you don’t just stand out, you make impact. The contrast of ‘disastrous’ messaging with a serious public safety tool demands attention. Humor opens doors. And brave creativity gets people to act.
The result?
1 in 20 residents of the Rijnmond region downloaded the app — a massive success for a regional tool no one thought they needed. Now, other safety regions are following suit. Because when it comes to disasters, you’d better be prepared.
“To launch our new app, we were looking for a simple idea with big impact. When SuperRebel.Agency came up with the ‘disastrous’ campaign, we were a bit shocked at first. But in the end, we presented the idea to everyone involved in the Safety Region, and the enthusiasm was immediate.”
Frouke Albers / Teamleader Communication, Strategy & Advice at the Rotterdam-Rijnmond Safety Region
Brave made:
Strategy
Concept
Design
Execution
Positioning
This work is B.O.S.S.
Bold | Outspoken | Smart | Stylish
Generation trips.
