Jeena van der Heul | Dutch Customs – Street Vendors
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CLIENT: DUTCH CUSTOMS
TYPE OF WORK: SMART USE OF MEDIA
INDUSTRY: GOVERNMENT

Challenge

A lot of Dutch travelers are unaware that some of the souvenirs they buy are illegal in Holland. Dutch Customs asked us for a banner campaign that informs people it’s not ok to bring back fake designer bags and small knives; items mostly sold by street vendors around the world.

Idea

We used retargeting banners in which street vendors try to sell you their products. We placed them on relevant holiday websites. Thanks to the retargeting technique, street vendors ‘followed’ you online, just like in real life, appearing when least expected and getting more desperate every time. After they delivered their sales pitch, we delivered the message.

RESULTS

Retargeting banners are usually perceived as annoying. With this banner campaign for Dutch Customs we showed that you can make good use of a much debated medium.
In the end, the CTR had been doubled, when compared to the display ads which Dutch Customs normally use.