Awards
·5 min read
The idea
A great recognition for a series that tries to solve a familiar challenge on TikTok: how do you turn a practical app feature into something people actually want to watch?
The problem
The 9292 app is used by millions of people in the Netherlands to plan their journeys. But reach doesn’t automatically mean awareness. Especially on TikTok.
At the same time, we saw the channel gaining momentum. Videos were getting picked up by the algorithm, engagement kept climbing and the 9292 app started showing up on more and more Gen-Z For You Pages.
Still, one question remained: do people actually know what the app can do?
The obvious solution — explaining it — wasn’t really an option. Tutorials simply don’t work on TikTok. People open the platform to be entertained, not to watch a product demo.
So instead of explaining features, we flipped the logic. What if the features weren’t the explanation, but the punchline? That’s how the format “No worries, we got you” was born.
Don't worries, we got you!
In the series, we drop viewers into absurd fictional emergencies — situations that escalate just enough to become funny — before revealing how a feature from the 9292 app conveniently saves the day.
Take an interior crisis: your living room suddenly looks like a VTWonen nightmare and drastic measures are needed. No worries. Grab a shared bike and rush to the nearest DIY store for a sledgehammer. Or imagine needing to attend the funeral of your best friend’s pet bird. Again, no worries. Simply open the trip planner and catch the bus.
By exaggerating everyday situations just enough, the product solution becomes part of In the series, we drop viewers into absurd fictional emergencies. Situations that escalate just enough to become funny, before revealing how a feature from the 9292 app conveniently saves the day.
Take an interior crisis: your living room suddenly looks like a VTWonen nightmare and drastic measures are needed. No worries. Grab a shared bike and rush to the nearest DIY store for a sledgehammer. Or imagine needing to attend the funeral of your best friend’s pet bird. Again, no worries. Simply open the trip planner and catch the bus.
By exaggerating everyday situations just enough, the product solution becomes part of the joke. And that is exactly what makes it memorable.
One of the strongest examples of the format came from a moment that was already dominating Dutch TikTok. A clip from the TV show First Dates went viral after Davey Verbeek, better known online as “Andrew Temu”, claimed that women supposedly lack ambition and mainly spend their time painting their nails. TikTok did what TikTok does best. It exploded.
While many joined the debate, we mainly saw meme potential. We used the moment to highlight a lesser known feature in the 9292 app: the 9292 Playlist Generator, a tool that automatically creates a playlist that lasts exactly as long as your planned journey.
Our response was simple: “No worries ladies, we got you.” Here is a playlist that lasts exactly as long as your bus ride, so you can focus on exactly that: painting your nails.
The result was immediate. A hidden feature suddenly reached hundreds of thousands of views and reactions, with creators, influencers and brands joining the conversation. Instead of explaining the product, the feature became part of the moment. Exactly how TikTok works.
Because on TikTok it is rarely about explaining what your product does.
It is about embedding it into the culture of the internet.
No worries. We got you.
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