Nothing - Commercial Creativity EN

Noord Zuid Lijn
item 5
Who'd you believe. These guys, or a goverment spokesperson ?
Noord/Zuidlijn
The Noord/Zuidlijn (North/South metro line) is one of the biggest projects ever undertaken by the city of Amsterdam. The drilling of the 6.2 km tunnel under the oldest parts of Amsterdam has been met with more resistance from citizens than from stones.
In an attempt to turn the mounting tide of public opposition, the Noord Zuid Lijn project team asked Nothing (in co-operation with the Production Dept.) to help them get their image back on the right track. Our strategic advice was simple. Put the drillers in the spotlight. Giving the project a human face instead of a bureaucratic one.

An introduction press ad as well as outdoor billboards and adshells, not only introduced the tunnel drillers to the public, but strengthened their own pride in the project. Our new, more informative website is attracting 40.000 visitors per month (6 times more than the old site we're told). We also created a weekly TV format produced in conjuction with the local TV station AT5.
Buitenreclame
Outdoor
Website
www.hierzijnwij.nu
Pijl
Showing our offline citizens the real-time position of the drill below.
Flyeren
Could this be the world’s first ‘Charitable Guerrilla Marketing’ case?

Noord/Zuidlijn