IAMSTERDAM – ENJOY & RESPECT
Amsterdam is a great city to visit. Especially the city center is widely known for good time. Unfortunately, this freedom is often a source of all kinds of problems. A lot of residents are bothered by the shouting, the littering and other unsanitary things.
The campaign focuses on four main sources of nuisance in the busiest areas of Amsterdam: noise on the streets, littering, drunkenness and public urination. Because pointing the finger and saying ‘this is not allowed’ works counter-effective for the target group, we give them two options: act, or risk a hefty fine. Money that the target group would rather spend on a night out.
We have adjusted the tone of voice to talk to the target group as they would with each other. With smart bannering on websites used for travel orientation like booking sites, we reach the visitors before they land in Amsterdam. Once they arrive, they are confronted with the same message in location-based social ads and dynamic out of home displays throughout the city. With all the distractions that the city offers, they can probably use a little reminder.