Wie is toch die Roelof?

"Wie is toch die Roelof?" is a commercial campaign for the Roelof van Echten school in Hoogeveen. The goal for this campaign was to get more students to this school.

I did several brainstorms with my boss Herman Heinrich (r.i.p.) and creative mind Goof Bakker. The name "Roelof van Echten" was total strange for us, so we asked ourselves: "Wie is toch die Roelof?" as in English "Who is this Roelof?".
We decided to make a "spooky" campaign and let this "Roelof" figure take part in several actions. This figure is or will be a student of this school, but not showing any body/face. With school I made a whole plan what will happen when and how, and I started working on this whole campaign.
On a saturday we flew to Hoogeveen and started the campaign. There was a commercial plane in the air and several figures in the city streets dressed in orange. On every item was the link to the website where the parts of the story will become one. The primary schools received a package with posters/flyers/stickers and mandarines (to keep kids healthy and the color was perfect) on the monday after. The new students rushed to the new website, making thousands of visitors within a week.
On the website the visitors will see the agenda of Roelof. In this agenda is a lot of information about school and activities. Every week the pages will be updated with new clues (for the "open day") and a quiz. The campaign was a success!

The website, in Flash and XML
The campaign on saturday

Posted on Saturday, 10 November 2007
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