B2C Campaigns Case

AdfoTODAYMake Today News

Client Personnel:

Bohemia Personnel:

Hessel SutterlandRebecca MakkenMarco de BoerKyra RoestBas HuissenTom Lawrence

SituationKluwer’s Adformatie is launching a new annual Marketing Communications event. !e new event will be launched as AdfoLIVE, a title Adformatie owns and wants to revamp.

TargetClaim a new position in events for Adformatie.Position the event as the best in the field of Marketing Communications.200 paying visitors.

Target groupMarketing and Communications consultants on client –and contractor side, mainly in management of media, advertisers and publishers.

StrategyBohemia Amsterdam proposed to change AdfoLIVE in the more contemporary AdfoTODAY. Inspiration is nothing. AdfoTODAY is really about what is happening today in Marketing Communications. Useless to dream about what could be possible. !e marketer of today is looking for hands-on examples.

ConceptIf you claim to be up-to-date, your campaign should be the proof of the pudding. Each item, ad and banner uses the actual date of publication and contemporary emotions:Vandaag is het 25 oktober. Ik wacht op de App die mijn werk doet.Vandaag is het 26 oktober. Ik ben gestopt met pingen.Vandaag is het 27 oktober. Mijn baas is op Facebook gegaan.Vandaag is het 28 oktober. Mijn verzekering wil vrienden met me worden.

Today is October 25. I’m waiting for the App that does my job.Today is October 26. I stopped Pinging.Today is October 27. My boss discovered Facebook.Today is October 28. My insurance company wants to be friends.

VisualsToday is...

AdsAd with the date of publication

Today is September 9.I block November 30.

Today is November 18.What will the iPad bring the advertiser?

Ad and programSpread in Adformatie Magazine.

Interactive BannersDaily new banners with RSS feed

Results!e target group noticed the campaign and started talking about the campaign and event through Twitter, Facebook and blogs weeks before.

!e event was a big success for Adformatie. With a full house, numerous optimistic tweets with #AdfoTODAY and many blogposts by speakers, visitors and press Adformatie is positive about next years edition.

Embrace the new.For more information: Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.com

Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands

+31 [0]20 42 33 555bohemiaamsterdam.com