Fake is fun as long as your Borrelnootjes® are real. Duyvis, the market leader of nuts in the Netherlands, is losing more and more market share toprivate labels. Especially on its core Borrelnootjes® (= snack nuts = coated nuts). Duyvis is the inventor of Borrelnootjes®, and therefore wants to reclaim its authority. By making a statement: only Duyvis has the one and only Borrelnootjes®. And, at the same time, by strengthening the emotional relationship with the target group. This has led to a fully integrated campaign. In which we give people the chance to experiment with the fun of fake. We give them the opportunity to remake the Duyvis commercial, by uploading their pictures and pictures of their friends in the Duyvis commercial... with the chance that their commercial will be broadcast on television.

We developed an integrated campaign. It consisted of a commercial in which we tell that fake can be fun as long as your Borrelnootjes® are real. Through a tag-on and online advertising on the Hyves social network, we activated people to visit www.duyvis.nl and to remake the commercial together with their friends. We activated people even more through a PR stunt via Shownieuws (popular Dutch television programme that reports show-business news) and Twitter, in which Dries Roelvink (famous Dutch singer) claims to be looking for lookalikes for the new Duyvis commercial.

We gave people the opportunity to upload their Hyves pictures, remake the commercial and have 30 seconds of fame. We launched a branded YouTube channel where all the 'fake' commercials could be watched. 201 'fake' Duyvis commercials were selected to be broadcast on television in the second flight of the campaign.

The campaign ran from week 20-27. Week 20-28 versus week 1-19 showed a 10% rise in baseline sales.Involvement and talk value were high:- Unique visitors site 247,139- Unique participant (agreed with terms) 84,470- Unique participant (all steps) 46,580 (19%)- Started commercials 64,281- Finished commercials 3,554 (5,6%)- Branded YouTube channel 154,429 views- No. of participants in finished commercial: 17,455 (37% of all participants)- Average time spent on site 02:58- No. of tell a friend 799,059- No. of friends send to 28.9 (>> 20 average)- Earned media = 66% of total (worth: €181,290). Scores above benchmark on Enjoyment, Involvement, Branding.Primary Message was strongly communicated, far above benchmark.Branded page on Hyves delivered over 50,000 members, which Duyvis can use for future engagement.