Innovation and content go hand in hand with this newspaper supplement about changes in Dutch health care. We invented the ‘flexread’ as a new journalistic form. In the flexread you can read articles as you please.  By zooming in on parts that are of interest to you, you are able to get additional background information. Thus, a short-read becomes a long-read with the flexread.

Positive response

The project received many positive responses and became exemplary of the innovative ambitions of the Volkskrant.

Campaign

Content as commercial

The Volkskrant would like to position itself based on content. These kinds of special supplements contribute to this. The health care supplement was part of this campaign, in collaboration with KesselsKramer.

Curious? Watch the commercial.

Great, but does it work?

  • 2,5×

    Time spent reading by a flexreader compared to a regular reader

  • 55%

    Of the visits were on a mobile device, of which 70% were touchscreens

  • 500.000

    Total pageviews, with 73,000 views on the top day