ANWB: Human misfortune stories have an impact on the brand

Human misfortune stories create brand impact

Large-scale in-depth interviews made possible by the AI interview method Storyflow.

Content experience: human, friendly, and authentic

Increased purchase intent: 57%

In the summer of 2025, the ANWB launched a new video series on social media called “Achter de Vangrail.” In the series, mini-documentary filmmaker Pieter Busman rides along with roadside assistance mechanic Jeffrey. Together, they set out to uncover the stories behind the breakdowns. With filming for a second series on the horizon, the ANWB wanted to learn more about the sentiment evoked by the “Achter de Vangrail” videos.

The approach

100 respondents participated in an in-depth interview for this study. The questions? They were asked by an AI interviewer. The follow-up questions—based on the responses given—were also asked and analyzed by AI, using our StoryFlow method.

In collaboration with ANWB, a discussion guide was developed to find out what appeals to people about the miniseries “Achter de Vangrail” and how the content affects perceptions of the ANWB brand. In short, a qualitative evaluation on a quantitative scale for this mini-video series.

The result: positive sentiment

The evaluation shows that “Achter de Vangrail” generally evokes positive sentiment. The target audience perceives the content as human, friendly, and authentic. After watching one of the “Achter de Vangrail” videos, more than half (57%) of the respondents indicated that the video encouraged them to sign up for roadside assistance from the Wegenwacht. The video series reinforces the trust people already had in the ANWB brand and thus increases purchase intent. One respondent had the following reaction:

“Absolutely, this is the kind of service they usually provide. The feeling that they’re there for you when you need them!”​ - Respondent

In addition, the various videos collectively paint a consistent picture of the Roadside Assistance service as reliable, helpful, and knowledgeable. The combination of practical assistance and human interaction, in particular, works well. Respondents indicate that the videos align well with the image they have of the ANWB as an organization;

“The first thing that comes to mind when I think back on the video is ‘helpful.’ The employee came over quickly because there was a problem.” — Respondent

Concrete outcomes and consequences

The research shows that authenticity and humanity, in particular, score highly. They visibly increase appreciation and emotional impact among the target audience. Sincere moments and personal contact reinforce the content. In addition, videos that specifically solve a problem—literally, in the form of roadside assistance—encourage the desired action. Regina Charité–Glasbergen, Campaign Marketer at ANWB, reflects:

“The AI interviewer, StoryFlow, is an improvement over a traditional questionnaire, especially given the speed at which the in-depth interviews were conducted!” ​ — Regina Charité – Glasbergen, Campaign Marketer at ANWB