Nationale Spellenweek
A Nationwide Campaign for Connection
Challenge
From 26th October to 1st November, the Netherlands was invited to play. As the Official Marketing Partner, we helped bring that invitation to life. From the logo and branding to the website, printed materials and social media, we created a recognisable campaign that participating locations could make their own.
From first impressions to a seat at the table
We started by giving Nationale Spellenweek a face: Ludi, the campaign mascot. Together with the logo and visual identity, Ludi helped us capture the welcoming, playful character of the initiative.
From there, we developed the website and translated the branding into posters, flags and ‘join us’ table cards. Each element had a part to play: helping people discover the week, recognise a participating location and feel welcome to pull up a chair.
A national campaign, shared locally
With more than 240 participating locations across the country, much of the week’s character came from the people organising it locally. It was important to give them a foundation, with enough room to tell their own stories.To do this, we created a social media toolkit to help locations promote their activities and were available for their marketing questions along the way.
For the Nationale Spellenweek online channels we took care of content creation, planning and channel management, bringing together stories from locations and contributions from ambassadors.
During the week, we also visited locations to create content ourselves. Being there allowed us to capture the small moments that made this week so great.
.png)
Taking our own seat at the table
As a marketing agency, we spend much of our time helping people find and connect with each other online. Yet we also know how valuable it is to spend time together offline. Sometimes, putting your phone away and sharing a game leads to the kind of conversation you didn’t realise you’d been missing.
That belief was part of why we became the official marketing partner of Nationale Spellenweek. And when our sixth birthday came around, it gave us a lovely way to celebrate.
We invited the people around us to our own games night and plenty of time to catch up. After helping bring people to tables across the country, it felt good to gather around one ourselves.
