From a zero media budget cherish managed to get the Dutch nation croquet crazy. By spanning the campaign over a month with the interactive engagement (vote for the filling in the croquet, cherish invented 4 new flavours to represent Holland - Erwtensoep, Bier, Haring and Appeltaart) it allowed time for the buzz and word of mouth to generate, and once the ball started rolling with local Amsterdam paper Echo we never looked back.
Further newspaper coverage from, to name but 2, Het Parool (Amsterdams largest daily) and then a front page on De Telegraaf (the Netherlands biggest selling newspaper - see image) really helped generate energy prior to the event (yes I know I look an idiot but I'll take whatever publicity I can get in the spirit of Richard Branson).
All of the build up culminated in an appearance on De Wereld Draait Door, recently voted Hollands most popular TV show, a daily look at the world of current affairs and culture where croquet maker and campaign front man Piet Brink explained the theory. This then led to national TV news picking up the story with NOS, RTL and SBS (see attached film) all featuring items on the day on the event with over 2000 people turning out to see the grand unveiling. I must admit it was a bit surreal, at the point of the unveiling it went mental, a real scrum of people and press, crazy...but good.
SBS6 - Hart van Nederland
Bottom line is that we attracted over 15,000 unique visitors to the campaign site in a week. It generated hundreds of thousands of Euro of PR Value from nothing and also as we encouraged Van Dobben to actually make the 4 new flavours they proved so popular that Appeltaart is now going into production in 2008...deriving a new revenue stream for the business. Sales figures for Q4 are expected Q1 08. You can see more of the coverage on the website www.cherish-amsterdam.com
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