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BNNVARA – De Huur is te Duur
Project type
Campaign
Scope
Brand Activation, Radio, TV, Social Media, (D)OOH
Date
2021 - 2022
Role
Account
Coverage
Project info
BNNVARA – De Huur is te Duur
Strategic challenge
How can a broadcaster raise awareness among young renters about their rights, while also putting unfair rental practices on the political and public agenda?
Insight
Young renters in the Netherlands often pay more rent than is legally permitted, yet most are unaware of their rights. By combining protest with media power, we could both educate individuals and generate nationwide attention for the issue.
Approach
For BNNVARA’s campaign De Huur is te Duur, we launched a multi-channel activation. The kick-off was a protest camping in the heart of Rotterdam, symbolizing that for many students, camping was the only “affordable housing” left. The campaign was amplified through TV, radio, social media and (D)OOH, driving young renters to do the online Huurcheck to see if they were paying too much.
Impact
• National attention through cross-media integration (TV, radio, socials, (D)OOH)
• Strong earned media coverage around the protest camping stunt
• Thousands of young renters reached and directed to the Huurcheck tool
• Increased awareness of rental rights and public debate on housing affordability
