The perception amongst people on events organised by The Chambers of Commerce is that they are a bit dull. We chose to try and change this and create a short and fun test hosted by a tongue-in-cheek subject related 'anchorman'. The test would pop up in sponsored content / bannerspaces on sites business people frequent - like Linkedin. People could take the test inside the banner without having to leave the site they were on.

Not only did people spend an average of two minutes taking the test, they also clicked through to the actual Chamber of Commerce International Trade Day landing page where they could sign up. The CTR of the banner was 3.5% - which is extremely high for business-to-business communications in the Netherlands.