Winning Flemish fans for Flitsmeister

To help the Dutch app Flitsmeister double its active users in Flanders within six months, we launched a campaign focused on a classic Flemish frustration: speeding tickets.

Flitsmeister, a well-known Dutch app for navigating, spotting speed traps, paying for on-street parking, and more, aims to win over Flemish drivers. The goal? Double the number of active users within six months. The focus was specifically not on downloads, as they don’t reflect actual app usage.

Why would Flemish drivers install Flitsmeister when they already have their go-to navigation, parking and other apps? Because Flitsmeister does something unique: pinpointing speed cameras and average-speed cameras with unmatched accuracy. And in Belgium, where a staggering 19,000 speeding tickets are doled out every day, that precision makes all the difference in the world.

Our strategy zeroed in on that, positioning Flitsmeister as the only app that helps you avoid speeding tickets – and the frustration and the cursing that comes with them.

Our campaign consists of two layers. In awareness, we created humorous radio and video ads featuring frustrated Flemish drivers who swear at speed cameras – a move that surely resonates with the target audience. We amplified this with digital ads on Meta and DPG platforms to showcase Flitsmeister’s main advantage: “Voorkom f***litsboetes”.

In performance, we are testing a dozen formats to identify which visuals and messages have the most effect. Creative highlights include life with and without Flitsmeister (“checking 1 app” versus “keeping an eye on 1,909 speed cameras”) and Flitsmeister sayings, like “There’s light at the end of the tunnel... the flash of a speed camera.”

Turning a common annoyance into a compelling reason to act, Flitsmeister is quickly earning its spot on Flemish roads – with fewer tickets and less frustration.