Dutch Tax Administration Fake Recruitment Agencies

In the Netherlands young people who have a job are entitled to a tax refund, averaging between 250 and 850 euro's. They only have to fill in forms, which takes just half an hour. A big reward for a small effort. Still, the message won't stick because young people get 'scared away' when they 're contacted by the Tax Department. That's why we chose an exciting different approach. We started campaigning for 3 fake recruitment agencies where young people could apply for a 'simple job that will pay very well.' When we had their attention we 'confessed' that the Dutch Tax Department is not a recruitment agency, but still the right adress for easy money. Radio- and bannerads created a run for the websites. And the targetgroup added a viral effect to the campaign. This resulted in 750.000 unique website visitors. With free publicity we reached a total of 2,5 million people.