Mediahuis Wins Live Pitch with Unique Concept ‘Geluksvogels’ at Branded Content Event 2025
Amsterdam, April 10, 2025 – Creativity and pitching skills are essential for MHX, the creative studio of Mediahuis, 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 wins in 2019 with the BMW pitch 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 client team from ANWB Wegenwacht. Mediahuis emerged victorious with their unique and creative concept.
The Branded Content Event is an annual gathering where content marketing professionals draw inspiration from the latest trends and developments in branded content. A key highlight of the event is the live pitch, where three agencies/publishers present their branded content ideas and media plans. The jury selected Mediahuis as the winner for their creative and promising approach.
‘Geluksvogels’ (Lucky Birds)
In 2025, it’s all about creativity, emotion, and efficiency. Mediahuis’s concept, Geluksvogels (which translates to “Lucky Birds”), targets the 25 to 40-year-old demographic – the so-called “unlucky generation.” This group, often dealing with the daily struggles of life, is addressed in a refreshing and engaging way. The concept offers these “unlucky ones” a chance to receive a free first-year membership to ANWB Wegenwacht, allowing them to stop worrying about roadside breakdowns. In doing so, they transform into “lucky birds”! The campaign cleverly addresses a key barrier for this audience in purchasing a Wegenwacht subscription: the belief that breakdowns won’t happen to them. This notion is light-heartedly countered by showing how common such misfortunes actually are.
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 relatable mishaps with a good dose of humor, they created impactful content that resonated immediately.
The jury praised the choice of target group and the empathetic approach, bringing everyday situations close to home. “The strategy, fun, and category entry point (CEP) were well integrated,” said the jury.
Teamwork
Elise Kop, Team Lead Inside Sales & Creative Partnerships, represented the team on stage:
“It was an honor to be on stage. The pitch was the result of an intensive and multidisciplinary collaboration between different teams, full of top creative talent. I’m incredibly proud of my colleagues and this achievement.”
Mediahuis also extends its thanks to AM Beyond and iO for the strong competition and to the organizers of the Branded Content Event for putting together such a spectacular event.
