Part of the launch campaign took place in the biggest shopping malls in the country. Shoppers heard the announcement of a little kid that is waiting for his mother at the reception. During the following announcements the same boy went crazy: he screamed, broke things, … Then this message followed: “Raising a kid isn’t always easy. That’s why there’s ‘de OPVOEDINGSLIJN’, the new advice hotline for parents. Call 078 15 00 10. OPVOEDINGSLIJN, first aid for out of control kids.

Little Robin got massive attention in all major newspapers, blogosphere and national television. And even more important: phone calls tripled and web visits multiplied by 6.