A Dutch telecom company KPN introduced a commercial of their popular and famous campaign in which “their” Fons, the clumsy singer is stranded on the German highway with car trouble. The car trouble causes him to miss his breakthrough in Germany.

Two weeks later, Holland was going mad due to the news that the famous singer Dries Roelvink was introducing a German single in Germany and was planning a big tour. Dries never scored a hit in the Netherlands but is still very famous due to commercials and television shows. The fact that he recorded a poorly translated German single, woke up the media, friends and foes.

Following numerous blogs, interviews, news reports and television items, the truth came out. It was a hoax! Dries did indeed record a German single, but never intended to conquer the German market. It was all part of the online campaign for car breakdown service company and our client ANWB for ’ANWB voor Bedrijven’. In the online commercial Dries replaces Fons and has a breakthrough in Germany, after all, well-organised entrepreneurs are well prepared and do not have car trouble on the road.In three days this campaign ensured a high level of exposure, and sales of new subscriptions to ANWB increased by 150%.

1) Create and write script for commercial2) Poorly translate single ‘I am on my way” 3) Record commercial 4) Record German single5) Create German website 6) 10 February:• The Dries’ management distributes press releases • Press release sent to ANP• Opinion website publishes news• Blog discussions open • German website goes live7) 10 – 11 February:• Online seeding in blogs• Dries on TV shows • Dries has interview with German expert • Dries has interview on the radio • Actively posted on more than 50 forums • On all famous news sites8) 12 February:• Announcement hoax with press releases• German website becomes promotion site ‘ANWB voor Bedrijven’ with commercial and downloadable single• Item in TV-shows• Commercial on YouTube• Announcement on forums and blogs• Reference on the radio • Positive reactions at Dries and ANWB

Media value:• PR value: 163% (Target: € 250,000 - Result: €408,186)- TV €151,875- Radio €119,658- Papers €19,065- Online €117,588• Visitors to promotional site 10 - 16 February: 175% (Target: 5000 – Result: 8772)• Visitor to general website total increase: 155% (when compared to the period before the campaign)• Online commercial Views: 240% (Target: 17.500 – Result: 41,905)• Leads (e-mail addresses): Qualitative leads: 118% (Target: 500 – Result: 590)• Registration of new subscribers: 150% (during the campaign when compared to the average in 2008)• Name familiarity: Over 50 posts on forums, news on the German career of Dries at more than 80 large news sites and branch specific sites and shows including Dries on radio and television ensured a buzz and large name familiarity of ANWB voor Bedrijven.• Career – Dries: This promotion made Dries seriously consider beginning a career in Germany.