Students did not know what the changes to the Dutch health insurance system would mean for them. Most were not even interested. Students are young and they never expect to fall ill.

In a dissolving market, results were 30% better than previous campaigns. Existing customers also asked for the ‘Student Room Enlarger.' And in communal student apartments the wallpaper was used in the general living room. Even student associations phoned to ask for a set of wallpaper to brighten up their building. That is why the client called this campaign: ‘Our last recruitment success in the old health insurance system’.