In The Telegraph (De Telegraaf), Holland’s biggest daily newspaper, there is a special area in which people can place little ads to sell their stuff. These are called ‘Speurders’ in Holland. We made a ½ page full of ‘Speurders’ from somebody who sells all his stuff for ridiculous low prices. All ads end with the same phone number and say ‘free home delivery’. Underneath these ‘Speurders’ there is a Ford ad that says ‘Ford Transit. Van of the year 2008, with excellent kilometre cost price’. So, the guy from the ‘Speurders’ has a Transit and doesn’t mind delivering the goods because it doesn’t cost him very much and he apparently loves driving the vehicle. For the people who don’t get the message at once and really call the phone number, we tell the story ‘well packed’ on a tape of an answering machine.

The Telegraph prints 1,000,000 copies daily and has 2,500,000 daily readers. The online ads, placed at www.speurders.nl, got 2,500 views and the first day alone the telephone number was called over a thousand times. The radio commercials are broadcasted via all the main Dutch radio stations.