DE FORMULE

Wagenweg 11
2012 NA Haarlem

T +31 (0)23 - 55 15 638
E info@deformule.nl

Chamber of Commerce Amsterdam: 34216220

VAT number: NL00814260032B01

BY BRIBING UNSUSPECTING CITIZENS WITH A GOLD ROLEX

We developed an online and offline activation campaign to promote Sasha Baron Cohen’s new film ‘The Dictator’.

This activation campaign was launched in seven cities. A total of 14,000 flags of Wadiya (the Dictator’s country) were placed on bikes. The flags carried the following promotion: I support the Dictator. Have a picture taken of yourself with the flag of Wadiya, tag yourself on the Dictator’s Facebook site and you have a chance to win a unique, limited edition Dictator Rolex or other fantastic prizes.

Result
More than 500 uploaded photos, 1,400 likes on Facebook within 12 hours.

BY OFFERING SME ENTREPRENEURS AN OPPORTUNITY TO TRY BEFORE THEY BUY

We developed a strategy, theme and promotion for NESCAFÉ, with the aim of introducing the new NESCAFÉ Alegria coffee machine.

The key principles of the idea
SME entrepreneurs are spread throughout the Netherlands. Their common denominator is that they spend a lot of time on the road and that they shop at Makro, a cash-and-carry wholesaler. So that’s where we had to be!

We therefore developed a promotional campaign with visibility on the road and a presence at Makro, the number one sales outlet for NESCAFÉ Alegria. Makro customers had the opportunity to try out the machine and sample the coffee outside the store. Once inside, they were again presented with the new machine on the shelf. Means and resources deployed: four fully branded Fiat 500s, four promotional teams, brochures, flyers, online teaserfilm and banner.

Result
Achieved a 100% listing in a period of two months with all 17 Makro branches, among others.
Sell-in target exceeded by 60%.
Sell-out target exceeded by 6%.

BY TREATING IT AS A TOURIST ATTRACTION

We developed a communication strategy for the Heineken Experience, with the aim of attracting the maximum number of visitors possible.

The key principles the idea
We focused exclusively on tourists visiting Amsterdam. We promoted a Heineken attraction, not Heineken beer. The idea resulted in the deployment and execution of two long-running campaigns: ‘Meet the beer. Share the magic.’ (2008 through 2010) and ‘Get Experienced!’ (2011 through 2012). Rolled out across varied online and offline media.

Result
An increase in the number of visitors from 200,000 in 2008 to 500,000 in 2011...

BY DEVELOPING TOOLS THAT WILL ENABLE THEM TO GENERATE ENTHUSIASM AMONG THEIR OWN CONSUMERS

We developed a theme and a promotion for Maggi Professional, with the aim of introducing caterers in the Netherlands to a new range of organic soups.

The key principles of the idea
The soup is so good, you simply have to taste it! The consumer ultimately determines the success of the product. Caterers therefore have to be given the opportunity to stimulate their customers taste the new product, by offering them unique promotional kits if they requested a sample package.

Result
A short-term promotion entitled ‘Three Days of Organic Soup’ held in conjunction with major caterers. Consumers were encouraged to taste the new organic soup by offering them an additional incentive (the chance to win a prize). Means and resources deployed: posters, brochures, table-top displays and scratch cards.

BY INVOLVING RESIDENTS AND MAKING IT CLEAR TO THEM THAT IT’S THEIR TOWN HALL

We developed a campaign for the municipality of Beverwijk, with the aim of creating a positive image amongst residents for the plans for the new and much-discussed town hall.

The key principles of the idea
We wanted to actively engage the residents of Beverwijk and make it clear to them that the town hall is there for them.

This resulted in the campaign ‘People with character deserve a town hall with character’, which provided the municipality’s residents with a public forum to voice their opinion. Means and resources deployed: bus shelters, station spreads, banners and editorials.

BY ASKING MEMBERS TO PROMOTE THE FOUNDATION IN THEIR OWN LITTLE PIECE OF NATURE: THEIR FRONT YARD

We developed a campaign for ‘Landschap Noord-Holland’, a foundation whose mission is to conserve and develop nature in the province of North Holland. The aim was to increase the public awareness of the foundation. secondary objective: recruit new members and nature protectors.

The key principles of the idea
Using and activating their own members to promote the foundation in their own little piece of nature, by placing wooden garden signs in their own front yard. We asked well-known Dutch people who live in North Holland to make a statement applicable to the landscape of their province. These statements were printed on wooden signs and distributed to the 15,000 members, with the request that they lend a small piece of their garden to the Foundation. The promotion was supported by a radio campaign, an event on Dam Square in Amsterdam and extensive PR.

Result
Public awareness rose from 26% to 70% and an estimated 1,240 new members were recruited during the three-month promotion.

BY GETTING BACK TO THE BASICS: THE BRAND’S DNA

We created a new identity for NESCAFÉ At Work. The challenge: position the brand in a distinctive way that sets it apart from other well-known brands offering coffee in the workplace.

The key principles of the idea
Coffee plays an important role in the workplace because it has an emotional value. NESCAFÉ is a global brand and understands this value. NESCAFÉ thinks further than coffee alone. We wrote a new brand DNA for NESCAFÉ. New machine branding was then developed on the basis of this DNA. The two cups toasting each other show the true value of coffee in the workplace and are iconic for the NESCAFÉ brand. In addition to new branding for the entire line of coffee machines, we also developed an introduction event, new brochures, billboards along motorways, Direct Mail promotions, the print campaign 'Met Nescafé schenkt u aandacht' and the new website www.nescafeophetwerk.nl.

BY INVITING THEM TO AN EXCLUSIVE VIP EVENT WITH A VERY LIMITED NUMBER OF TICKETS

In addition to being a major tourist attraction, the Heineken Experience also rents out rooms for meetings and similar events. To draw event organisers’ attention to this venue, we developed ‘The Heineken Experience Rooftop Party’, an exclusive event held on the roof of the Heineken Experience. VIPs from from the leading event organisers received a special invitation by post. The invitation contained a USB button that enabled recipients to immediately register online for the very limited number of places. A push of the button brought invited guests directly to the specially developed website www.heinekenrooftopparty.nl. During the event, guests were shown the rooms available for hire and there was a delicious barbecue right in the heart of Heineken: the rooftop of the Heineken Experience, with a view across all of Amsterdam.

Result
The event was fully booked within two days and 70% of the guests were from the desired target audience of influential opinion formers and key decision makers from the most important event organisers.