In short
Research can be a black hole. You start with one question and, before you know it, you’re ten tabs deep into a Wikipedia spiral. The problem? People weren’t making hetarchief.be their first stop. This platform, packed with audiovisual treasures from over 170 Flemish organizations, needed a place in researchers’ routines.
Enter “Bezig met onderzoek?!” (“Doing research?!”), a campaign that made sure anyone doing research, from students to professional historians, got one simple message: if you’re looking for answers, hetarchief.be is where you start.
The challenge
Despite offering an incredible collection of video and audio archives, hetarchief.be wasn’t top of mind for researchers. The platform had been revamped, with a slicker interface and better search functionality, but if nobody knows about it, it doesn’t matter.
We had to relaunch it in a way that stuck.
The insight
People love to think they’re onto something groundbreaking, even when they’re just googling bus schedules or figuring out a pub quiz answer. By framing hetarchief.be as the tool for research, no matter how big or small, we made it an automatic reflex.
The outcome
Supermachine turned hetarchief.be into a mental shortcut for research. Through bold, repetitive messaging, we embedded “Bezig met onderzoek?!” into people’s minds. Whether you were knee-deep in an academic paper or just trying to remember a TV show from the ‘90s, the campaign made sure your first stop was hetarchief.be.
