Dedicated Fashion

Dedicated Fashion

Dedicated to Nijmegen

Imagine you own a well-known menswear store in the city center of Nijmegen, and you decide to go crazy by investing in a marketing campaign for almost 120 bus stops. How do you approach this? What do you want to show? And perhaps most importantly: how do you make sure your campaign gets noticed both online and offline?

Owner Jan Diebels of clothing store Dedicated presented those questions to us in June of 2017. He wanted his advertisement to be as visible as possible, so that it would reach many people. And so that every penny would count. Dedicated Fashion is not only known for its hip menswear; it’s also known for its close relationship with the city of Nijmegen, and clothes that refer to the oldest city of the Netherlands.

After speaking to Jan, we decided to create the campaign surrounding his new blue ‘City of Nijmegen’ shirts. Jan contacted his acquaintance Jochem van Gelder, who is known for Dutch television shows such as ‘Praatjesmakers’, ‘Bonje met de Buren’, and ‘Wie is de Mol?’ During his time studying in Nijmegen, Jochem created warm feelings for the city of Nijmegen. A great reason to use Jochem as the face of the campaign.

Mysterious Video

Armed with a video camera, Jochem and us went to one of the beautiful locations in Nijmegen: the Kronenburgerpark. There, we first shot a mysterious and short video featuring a box in the park. This had to insinuate that something special was about to happen. In order to trigger curiosity, this video was posted on Dedicated024’s Facebook page on 6 July 2017.

Dedicated to Nijmegen

Imagine you own a well-known menswear store in the city center of Nijmegen, and you decide to go crazy by investing in a marketing campaign for almost 120 bus stops. How do you approach this? What do you want to show? And perhaps most importantly: how do you make sure your campaign gets noticed both online and offline?

Owner Jan Diebels of clothing store Dedicated presented those questions to us in June of 2017. He wanted his advertisement to be as visible as possible, so that it would reach many people. And so that every penny would count. Dedicated Fashion is not only known for its hip menswear; it’s also known for its close relationship with the city of Nijmegen, and clothes that refer to the oldest city of the Netherlands.

After speaking to Jan, we decided to create the campaign surrounding his new blue ‘City of Nijmegen’ shirts. Jan contacted his acquaintance Jochem van Gelder, who is known for Dutch television shows such as ‘Praatjesmakers’, ‘Bonje met de Buren’, and ‘Wie is de Mol?’ During his time studying in Nijmegen, Jochem created warm feelings for the city of Nijmegen. A great reason to use Jochem as the face of the campaign.

Mysterious Video

Armed with a video camera, Jochem and us went to one of the beautiful locations in Nijmegen: the Kronenburgerpark. There, we first shot a mysterious and short video featuring a box in the park. This had to insinuate that something special was about to happen. In order to trigger curiosity, this video was posted on Dedicated024’s Facebook page on 6 July 2017.

Presentation of Jochem

Two days later, a short video was posted showing how Jochem van Gelder was photographed in the new Nijmegen shirt, without showing what the shirt looked like. The text accompanying the video was: “Hereby we present de mole of Dedicated024! On Monday, our ‘bawler’ will show the new Nijmegen shirt” (translated from Dutch). This video reached over 14,000 people in the greater area of Nijmegen.

Presentation of Jochem

Two days later, a short video was posted showing how Jochem van Gelder was photographed in the new Nijmegen shirt, without showing what the shirt looked like. The text accompanying the video was: “Hereby we present de mole of Dedicated024! On Monday, our ‘bawler’ will show the new Nijmegen shirt” (translated from Dutch). This video reached over 14,000 people in the greater area of Nijmegen.

https://kingofconcepts.nl/wp-content/uploads/2018/05/DEDICATED-003-e1526392904966.png

Selfies with Bus Stops

The bus stop campaign with Jochem van Gelder was launched on 12 July. 116 bus stops in Nijmegen, Bemmel, Gendt, Doornenburg, Huissen, Haalderen, and Lent featured Jochem in the new Nijmegen shirt. People could win it, but of course they had to do something for it. The following was posted on Facebook:

“As of today, our poster with Jochem can be found in 116 (!) bus stops in the area. Unfortunately, we don’t have time to take a look at all of them, so we need your help! Martijn has already started looking.

What should you do?

  1. Look for a bus stop with Jochem.
  2. Make an original photo of yourself with Jochem.
  3. Share this photo on Facebook and tag Dedicated024 in your message.

The 10 most original photos will win a shirt!

This action runs until Tuesday 18 July 2017. Who’s in?!” (translated from Dutch).

Selfies with Bus Stops

The bus stop campaign with Jochem van Gelder was launched on 12 July. 116 bus stops in Nijmegen, Bemmel, Gendt, Doornenburg, Huissen, Haalderen, and Lent featured Jochem in the new Nijmegen shirt. People could win it, but of course they had to do something for it. The following was posted on Facebook:

“As of today, our poster with Jochem can be found in 116 (!) bus stops in the area. Unfortunately, we don’t have time to take a look at all of them, so we need your help! Martijn has already started looking.

What should you do?

  1. Look for a bus stop with Jochem.
  2. Make an original photo of yourself with Jochem.
  3. Share this photo on Facebook and tag Dedicated024 in your message.

The 10 most original photos will win a shirt!

This action runs until Tuesday 18 July 2017. Who’s in?!” (translated from Dutch).

https://kingofconcepts.nl/wp-content/uploads/2018/05/facebook.jpg
https://kingofconcepts.nl/wp-content/uploads/2018/05/facebook.jpg

This led to many fun and spontaneous reactions in which people shared their selfies with a bus stop in their neighborhood en messe. This resulted in high Facebook traffic in relation to Dedicated, which meant that both the bus stop campaign as well as the Facebook posts were noticed well. Two days after the campaign was launched, Dedicated shared a photo that said that not all bus stops had been found. Again, many people send in their selfies with Jochem.

Announcing the Winners

The winners were announced on 20 July. On an attached photo, you can see Jan Diebels with a phone to his ear. In front of him, you can see a box of Nijmegen shirts. Here he calls the ten winners. This lead to very happy winners in the responses and a satisfied Jan. That’s how the successful campaign was concluded.

This led to many fun and spontaneous reactions in which people shared their selfies with a bus stop in their neighborhood en messe. This resulted in high Facebook traffic in relation to Dedicated, which meant that both the bus stop campaign as well as the Facebook posts were noticed well. Two days after the campaign was launched, Dedicated shared a photo that said that not all bus stops had been found. Again, many people send in their selfies with Jochem.

Announcing the Winners

The winners were announced on 20 July. On an attached photo, you can see Jan Diebels with a phone to his ear. In front of him, you can see a box of Nijmegen shirts. Here he calls the ten winners. This lead to very happy winners in the responses and a satisfied Jan. That’s how the successful campaign was concluded.