Dutch bank ABN AMRO organised a unique home viewing for one of its clients living on Schoolweg 12 in Ermelo (Holland) by building a fully operational roller coaster in their home. A real estate agent guides potential buyers towards the roller coaster cart. The people are filmed while taking the rollercoaster tour that leads them through the entire house: from the spacious garage, to the fully equipped kitchen, the family living room and the adjacent sunroom, garden, porch and five bedrooms upstairs. The completely baffled visitors are dropped off safely in front of the property.

Instead of producing conventional mortgage ads, we invested in personalised online and offline media to advertise homes listed for sale by ABN AMRO customers to millions of potential buyers every day for a month.

Earned media

The successful ‘roller coaster’ viral video we created – attracting a total of 36 million views – generated an overwhelming amount of buzz for the House Promoter through non-paid media.

Paid media

ABN AMRO spent its money not on itself but on its customers. The one-month campaign featured 31 unique promotional support activities, using different local and regional media for each promotional activity.

Most successful viral video ever for a Dutch brand

36 million views

470,000 shares, 250,000 likes

100 video hosts (earned)

Over 10 million people reached by various house promotions

3,203,830 social media views, 43,217 post clicks

30,000 visitors, 8,074 participants, 5% houses sold (3% market average)

Highest-ever positive sentiment score for an ABN AMRO campaign

Positive sentiment: over 34% (benchmark 16%).

Rating for initiative: 7.1 (benchmark 6.3)

61% familiar with roller coaster video

41% familiar with House Promoter support activities

22% quoted the key storyline ‘ABN AMRO helps its customers buy or sell homes with House Promoter’ without being prompted.