Rotterdam is fantastic, but also challenging. It's not an easy city to discover, especially with on a student budget. Students often economize on food.
In 2014 we launched the ‘DinnerDinsdag’ campaign (aka DinnerTuesday). Students that open an account will dine for €3,50 at Rotterdam’s most exciting hotspots, every Tuesday! Students got coin cards with 12 tokens to claim their discount. A perfect way to survive the monthly financial dip, common for students.
The campaign is fueled through a media partnership with food blog ‘De Buik van Rotterdam’, posters and flyers in bank shops and partner locations and street promotions at relevant events, combined with Facebook ads and YouTube videos (see a selection below).
Check out the website.
Students responded enthusiastically and the targets for client increase were reached easily, which is quite cool as the previous incentive was much bigger in size (a bike!) and budget. The campaign runs for over 2,5 years now. 20 of the most vibrant restaurants in town joined in. They generate a new public on low traffic moments and (possibly) create fans who will stick around for the years to come.
This project was realised with my former colleagues at Containr Affairs. I was responsible for concept development, copy, project and account management.