1. B2C Campaigns Case
AdfoTODAY
Make Today News
Client Personnel: Hessel Sutterland
Rebecca Makken
Bohemia Personnel: Marco de Boer
Kyra Roest
Bas Huissen
Tom Lawrence

2. Situation
Kluwer’s Adformatie is launching a new annual Marketing
Communications event. e new event will be launched as
AdfoLIVE, a title Adformatie owns and wants to revamp.

3. Target
Claim a new position in events for Adformatie.
Position the event as the best in the field of Marketing
Communications.
200 paying visitors.
Target group
Marketing and Communications consultants on client –
and contractor side, mainly in management of media,
advertisers and publishers.

4. Strategy
Bohemia Amsterdam proposed to change AdfoLIVE in the more
contemporary AdfoTODAY. Inspiration is nothing. AdfoTODAY
is really about what is happening today in Marketing
Communications. Useless to dream about what could be
possible. e marketer of today is looking for hands-on
examples.

5. Concept
If you claim to be up-to-date, your campaign should be the
proof of the pudding. Each item, ad and banner uses the actual
date of publication and contemporary emotions:
Vandaag is het 25 oktober. Ik wacht op de App die mijn werk doet.
Vandaag is het 26 oktober. Ik ben gestopt met pingen.
Vandaag is het 27 oktober. Mijn baas is op Facebook gegaan.
Vandaag is het 28 oktober. Mijn verzekering wil vrienden met me worden.
Today is October 25. I’m waiting for the App that does my job.
Today is October 26. I stopped Pinging.
Today is October 27. My boss discovered Facebook.
Today is October 28. My insurance company wants to be friends.

6. Visuals
Today is...

7. Today is September 9. Today is November 18.
I block November 30. What will the iPad bring the advertiser?
Ads
Ad with the date of publication

8. Ad and program
Spread in Adformatie Magazine.

9. Interactive Banners
Daily new banners with
RSS feed

10. Results
e target group noticed the campaign and started talking about
the campaign and event through Twitter, Facebook and blogs
weeks before.
e event was a big success for Adformatie. With a full house,
numerous optimistic tweets with #AdfoTODAY and many
blogposts by speakers, visitors and press Adformatie is positive
about next years edition.

11. Embrace the new.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com