ThuisCoach (HomeCoach)
- Brand
- The Voice Of Holland
- Year
- 2011
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- App
- Agency
- IceMobile
Objective
Vodafone sponsored The Voice of Holland but wanted more than a logo in the title card — a direct, measurable relationship with RTL's viewers and a mobile user base it could build across the whole season. For broadcaster RTL and producer Talpa, the app was a way to hold viewers between episodes and turn the broadcast into a genuine second-screen event. Vodafone also used the tie-in to put its mobile services in front of that audience and give away Samsung Galaxy devices as prizes.
Solution
Before each episode, players opened the free iPhone or Android app and heard only an audio clip of that week's contestant — no picture, just like the coaches sitting with their backs turned in the studio. They tapped "I Want You" if they thought the act deserved to go through, and once tapped, the call was locked in with no do-overs, mirroring the coaches' one-shot chair turn. During the live broadcast the game switched modes: instead of predicting who'd advance, players guessed which coach's team the contestant would land on. Correct calls earned points that built up across the season, and the most accurate "ThuisCoach" in the country won a grand prize from Vodafone.
Results
The app passed 370,000 downloads in its first six weeks and topped 500,000 over the season, split roughly 320,925 on iOS and 209,715 on Android.
- 1
Players download the free "The Voice of Holland ThuisCoach" app for iPhone or Android, released alongside the show's season and promoted on-air.
- 2
Each week, ahead of the Friday Blind Auditions broadcast, the app offers a set of audio clips from that episode's performers. The player hears only the voice, matching the coaches' blind view in the studio, and taps "I WANT YOU" to predict whether that talent will advance to The Battle; once made, the call is locked and cannot be changed.
- 3
During the live broadcast, a second mode opens: the player predicts which coach's team (Nick & Simon, Angela Groothuizen, VanVelzen, or Marco Borsato that season) a given talent will join, or whether no chair turns at all.
- 4
Correct predictions earn points, weighted by accuracy, and these accumulate across the season.
- 5
The same predict-who-advances loop carries forward through the later phases of the season, The Battle and The Voice of Holland LIVE, with the specific task adjusted as the show format changes.
- 6
A prizes screen shows players what they're competing for: a grand prize of two years of free mobile service and internet from Vodafone plus a Samsung Galaxy S II, alongside 20 pairs of tickets to The Voice of Holland LIVE, 4 Galaxy Tab 10.1s, 4 Galaxy S IIs, and 5 Galaxy Ys.
- 7
At season's end, the player with the highest point total is crowned the country's best ThuisCoach and receives the grand prize.
