Meet the world's smallest medium: the Kaatje sticker. A mini-sticker which you stick on the red button to transform it into the Kaatje Button. So parents and their children will never again forget what they need to press for more free Kaatje. We also put some other unique Kaatje messages behind the red button: messages for bedtime, tips to help you empty your plate, etc. Fun for kids, really handy for parents. Free sheets of Kaatje stickers for every popular remote control were available in newsagents.

Parents and children alike got more advantage out of pressing the red button and that was obvious in the results. The use of the red button and ‘views on demand’ increased massively since our campaign kicked off. Up from 5,000 to 7,000 demands daily. In other words, an increase of 40%. The rise in use has also continued since the campaign, which proves that the campaign has permanently changed behaviour. We can talk about an increase of +60% on a long-term basis. And last but not least, people finally got an answer to the question, "So what does this button do?"