{
    "title": "Mediafin en AKQA Brussels lanceren antidote voor doomscrollen: \u201cMake your smartphone smart again\"",
    "modified_at": "2026-03-13 15:13:08",
    "published_at": "2026-04-07 13:30:00",
    "url": "https://famous.prezly.com/mediafin-en-akqa-brussels-lanceren-antidote-voor-doomscrollen-make-your-smartphone-smart-again",
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    "culture": "nl_BE",
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    "slug": "mediafin-en-akqa-brussels-lanceren-antidote-voor-doomscrollen-make-your-smartphone-smart-again",
    "body": "<p><strong>Mediafin (de uitgever van De Tijd en L&rsquo;Echo) en AKQA Brussels slaan de handen in elkaar voor de lancering van de nieuwe apps van De Tijd en L&rsquo;Echo. Met de campagne &ldquo;Make your smartphone smart again&rdquo; zetten de kwaliteitskranten de nieuwe app-ervaring in de verf. Dankzij een vlottere navigatie, een snel overzicht via &#039;De essentie&#039; en slimme, gepersonaliseerde alerts, evolueren de kwaliteitskranten naar een proactieve gids. Een essenti&euml;le tool die de lezer op elk moment van de dag een voorsprong geeft. </strong></p><div id=\"video-675ef9d7-ff52-4708-9881-62e467f2e2c3\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div style=\"max-width: 56vh;\"><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 177.5001%;\"><iframe data-iframely-url=\"https://cdn.iframe.ly/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1180804086%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1775565147&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://cdn.iframe.ly/embed.js\" charset=\"utf-8\"></script>\n</div><div id=\"video-3e1cec6a-a0d9-4478-b9ce-74ae58a4e7d8\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div style=\"max-width: 80vh;\"><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 125%;\"><iframe data-iframely-url=\"https://cdn.iframe.ly/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1177704431%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1775565067&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://cdn.iframe.ly/embed.js\" charset=\"utf-8\"></script>\n</div><div id=\"video-fa7b34d7-17df-452c-8861-7f4bb5d43088\" class=\"release-content-video release-content-video--embed release-content-video--contained\">\n    <div style=\"max-width: 80vh;\"><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 125%;\"><iframe data-iframely-url=\"https://cdn.iframe.ly/api/iframe?url=https%3A%2F%2Fvimeo.com%2F1177699161%3Fshare%3Dcopy%26fl%3Dsv%26fe%3Dci%23_cb1775565051&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" data-img style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *;\"></iframe></div></div><script async src=\"https://cdn.iframe.ly/embed.js\" charset=\"utf-8\"></script>\n</div><p>We kennen het fenomeen allemaal: &lsquo;doomscrollen&rsquo;. Tussen het lezen van dit artikel en het volgende door, maken we er ons waarschijnlijk ook zelf opnieuw schuldig aan. Onze smartphones worden steeds slimmer, maar we gebruiken die indrukwekkende technologie vaak alleen om eindeloos te scrollen. Of om te kijken of we onze 10.000 stappen al behaald hebben. Dit inzicht was voor AKQA Brussels het vertrekpunt om De Tijd en L&rsquo;Echo te positioneren als het slimme alternatief voor doomscrollen, met een heldere boodschap: geef je smartphone de inhoud die hij &eacute;cht verdient.</p><div class=\"release-content-embed release-content-embed--rich release-content-embed--contained\" id=\"embed-3bff673b-f5d5-4e38-903c-857c3d0f0e10\"><div><div style=\"left: 0; width: 100%; height: 450px; position: relative;\"><iframe data-iframely-url=\"https://cdn.iframe.ly/api/iframe?url=https%3A%2F%2Fsoundcloud.com%2Ffamousgrey%2Fsets%2Fmediafin-make-your-1%3Fsi%3Dec8a39afe39e49d5a29a90fa060aa14e%26utm_source%3Dclipboard%26utm_medium%3Dtext%26utm_campaign%3Dsocial_sharing%23_cb1775119779&key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" allowfullscreen></iframe></div></div><script async src=\"https://cdn.iframe.ly/embed.js\" charset=\"utf-8\"></script></div><p>In de uitwerking wordt de absurditeit van ons huidige smartphonegebruik met een knipoog aangepakt. De campagne, die loopt via radio, print, DOOH en online video, maakt telkens de vergelijking tussen vluchtige social media-content en de diepgaande duiding van de krantentitels. Headlines zoals &ldquo;Van schermtijd naar kwaliteit&rdquo; en &ldquo;Van feed je algoritme naar feed jezelf&rdquo; benadrukken het contrast.</p>\n    <figure\n        class=\"release-content-image release-content-image--contained release-content-image--align-center\"\n        data-component=\"image-zoom-popup\"\n        data-image-zoom-popup-selector=\".release-content-image__image\"\n        data-image-zoom-popup-i18n=\"data:application/json;base64,eyJEb3dubG9hZCI6IkRvd25sb2FkIn0=\"\n        data-image-zoom-popup-tracking-views-event=\"Story Image View\"\n        data-image-zoom-popup-tracking-download-event=\"Story Image Download\"\n        data-image-zoom-popup-placement=\"content\"\n    >\n        <div class=\"image-thumbnail-rollover\" style=\"width: 100%\">\n            <img\n                src=\"https://cdn.uc.assets.prezly.com/4cb4df47-b05f-4792-851b-8a7695a8a23c/-/format/auto/\"\n                                class=\"release-content-image__image image-thumbnail-rollover__image\"\n                data-description=\"\"\n                id=\"image-4cb4df47-b05f-4792-851b-8a7695a8a23c\"\n                data-id=\"4cb4df47-b05f-4792-851b-8a7695a8a23c\"\n                data-original=\"https://cdn.uc.assets.prezly.com/4cb4df47-b05f-4792-851b-8a7695a8a23c/-/inline/no/NieuweApp+Campagne_print.jpg\"\n                data-mfp-src=\"https://cdn.uc.assets.prezly.com/4cb4df47-b05f-4792-851b-8a7695a8a23c/-/format/auto/\"\n                alt=\"Story image\"\n            />\n            <div class=\"image-thumbnail-rollover__caption\">\n                <svg class=\"icon icon-expand image-thumbnail-rollover__caption-icon\">\n                <use xlink:href=\"#icon-expand\"></use>\n            </svg>            </div>\n        </div>\n\n        <figcaption class=\"release-content-image__caption\"></figcaption>\n    </figure>\n<p style=\"text-align: center\"><strong>### EINDE PERSBERICHT ###</strong></p><p style=\"text-align: left\"><strong>CREDITS</strong></p><p style=\"text-align: left\">Client: Mediafin <br>\u200bClient contacts: Sam Van Gerwen, Chantal Janssens &amp; Benjamin Bosmans </p><p>Agency: AKQA Brussels <br>\u200bECD: Peter Ampe <br>\u200bConcept &amp; Copywriter: Febe Ampe <br>\u200bCopywriter FR: Zo&eacute; De Priester <br>\u200bChief Commercial Officer: Catherine De Block <br>\u200bAccount Team: Aur&eacute;lie Thollebeek &amp; Giulia Calvo <br>\u200bStrategy: Jonathan Detavernier </p><p>Digital agency: AKQA Brussels <br>\u200bHead of Design: Jan Sidgwick <br>\u200bMotion design: Simone Curzi, Vincent De Boeck <br>\u200bDesign: Joris Bochman <br>\u200bMedia Buying: Jonas Sprengers </p><p>Production Company: AKQA Productions <br>\u200bHead of Production: Olivia Naudts <br>\u200bProducer: Marie Liboutin <br>\u200bEditors: Gilles Desplanque &amp; Sven Vanhee </p><p>Soundstudio: AKQA Productions <br>\u200bSound producer: Myriam Maes <br>\u200bSound Engineer: Mathieu Savenay</p><p>&nbsp;</p>",
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