24 January 2020 - Fifty years after its inception, the Flemish women’s association KVLV will rebrand as Ferm. It will share its new name with its family support services provider which aids various social needs, including homecare service Landelijke Thuiszorg, childcare service Landelijke Kinderopvang and its domestic help service Puuur Huishoudhulp. United under one powerful network and one brand, with one name and a new narrative, Ferm creates a large movement of and for women and their families in rural areas. Kunstmaan | Accenture Interactive was responsible for the development of Ferm’s mission, the website, the new image and the launch.
What began in 1911 as a union of rural women, called the Boerinnenbond, developed and grew into a strong group of organisations offering a wide range of services, such as childcare, household help and homecare, as well as the largest women’s association in Flanders, KVLV. Every day, nearly 9,000 employees and 11,000 volunteers work tirelessly to improve the quality of life for its 200,000 customers and members.
In readiness for the challenges and opportunities of the future, KVLV, Puuur, Landelijke Kinderopvang, Stekelbees, Oziki and Landelijke Thuiszorg are now united under the name Ferm. The goal is to offer an integrated experience with support services for every aspect of women’s lives and a diverse range of activities to meet the needs of today’s women and their families. Ferm offers a better work-life balance, fewer worries, more free time and a better quality of life for its members. The experts at Kunstmaan | Accenture Interactive developed the new strategic positioning, the name, the branding, the new website and the communication around the transformation including the launch campaign.
A 100-day online countdown to the launch of the new organisation involved employees in the run-up to the name change. Every day, a picture of an employee also showed the number of days left. At the same time, FAQs were provided to answer any concerns. The employees could also try to guess the new name in a weekly column.
From now on, Ferm will welcome women to one digital home where all the organisations come together. At samenferm.be, potential customers can discover the different services offered and choose the one they need. Smart algorithms guide website visitors that are looking for a child carer to cleaning and ironing services as well, or suggest relaxing evening activities.
“Searching for and finding services quickly and easily means you can spend more time with your family”, says Kristof Jochmans, Experience Platforms Lead at Kunstmaan | Accenture Interactive. “The new platform is a one-stop-shop with a smart search function. Ferm not only makes online searches easy, it makes life easier, too, for a whole lot of women.”
To welcome Ferm, the team at Kunstmaan | Accenture Interactive came up with a nighttime stunt. The new name and organisation were publicised throughout Flanders by distributing 100,000 mats produced by the local organisations.
“It’s not easy being a woman these days, which is why an organisation like Ferm is such a godsend”, says Bout Holtof, Creative Director at Kunstmaan | Accenture Interactive. “Every aspect of the new brand was developed with women in mind. Ferm facilitates what today’s women want: a better work-life balance, more free time and less to worry about. As an experience agency that aims to make people’s lives easier, we can only applaud this.”
"We wanted to announce our name change with a campaign that would get people talking. We wanted to do something that had never been done before. Thanks to the excellent collaboration between Kunstmaan | Accenture Interactive and our own MarCom department, that is exactly what we did! The response truly exceeded our expectations. The creative idea of the mats turned out to be an excellent move. We’re still on cloud nine. This gave us a real boost, and in the months to come we will continue to raise our profile”, says Martine Moors, Head of Marketing and Communication at Ferm.