Most Dutch newspapers have their own daily comic strips with their own exclusive comic characters. These famous figures appear daily and never miss a day. Except for this very special event!

We convinced comic artists who publish in leading Dutch newspapers to support the festival by using their strips. We suggested that they kept their characters out of the strip and to put in a comment about their whereabouts instead: The Haarlem Comic Festival! Five important cartoonists adopted this idea!We had used the daily content of a newspaper in an interesting and exciting manner!

The effectiveness of this idea was high, because the idea spoke to the exact target audience we wanted: people who love comic strips.The result was a fun and striking content-driven newspaper campaign. With ‘Zero Euros’ we achieved to run the idea in more than 1.3 million circulated newspapers with more than 4.8 readers! Resulting in a record number of 25,000 visitors!