Case background

The Ministry of Defence is always looking for different profiles. This could be seen with various campaigns in all Basic-Fit clubs in the Netherlands. Tough campaigns, which in terms of content were perfectly attuned to the target group, which appealed to everyone, were the result. A healthy and fit
lifestyle is of course important for everyone, but certainly for potential candidates who aspire to a career within the Ministry of Defence.

The Activation

In order to keep the campaign as catchy and broad as possible, four different campaign images were used, which were shown alternately. Over a period of two weeks the different campaign images were rotated in all clubs in the Netherlands. With this we not only realized that play-outs of the campaign varied, but also that an important target group was reached with the communication.

Use of touchpoints

The campaign images were distributed throughout the year within the Basic-Fit clubs on the basis of strategic content planning. The next touchpoint was used for this:

  • Digital screens


  • More than 1.2 MIO club visits during the campaign period
  • 4 different visuals used in a campaign
  • +3.5 MIO times the spot was shown
  • 75% of the visitors fell within the target group