Through our developed Facebook application ‘Troonopvolger’ & hashtag ‘#Troonopvolger (#successor); all the Dutch could give their personal congratulations & wishes for his new ‘job’ to King Willem-Alexander.

All the personal wishes where stored directly on a Galaxy S4, which we would hand over to the new King on his first ‘workday’. And all text, picture & video wishes were to be found and watched in the application, totally designed with a Samsung S4 interface.

Reaching our audience through a strongly relevant cross medial strategy (OOH (high-traffic-points), Print, Online & Social Media) we activated our Troonopvolger Application & hashtag with a price-activation (win a Galaxy S4)

When wishes started pouring in, we used the best/funniest personal messages as editorial content for our cross medial advertisements. These messages were displayed in Print, Online & Social advertisements (newspapers-ads, banners, website-take-overs, online-commercials); making our audience become part of the campaign, towards the launch.

Our audience was happy surprised by our campaign; resulting huge engagement. The conversation and topics regarding '#troonopvolger' (“#successor”) became trending topic in Holland (10 million impressions, engagement-rate-index: 125!). Over 100,000+ people used our application & Samsung Facebook-page grew nearly 15%, up to 260,000 likes (Top 5 NL pages).

We gained prime-time TV news coverage (2,100,000+ viewers, 25% marketshare) outstanding from all other campaigns following the ‘inauguration’ as what has been said on blogs as THE best ‘inauguration case’ to launch a product.

This led the Samsung Galaxy S4 to be the top-selling-smartphone in the Netherlands in just a few weeks.