THE NATIONAL MARITIME MUSEUM

NU.NL / TAKE-OVER

 

After three years of renovation, the National Maritime Museum reopened. With the limited resources that a museum has, we wanted to let as many Dutch people know. Nu.nl, with between 5 and 8 million visitors per day, is of course a great podium.

 

Instead of placing a normal banner, we chose to deliver a rich experience to the audience. In the week after the opening, we chose one day for a homepage takeover of nu.nl.

 

By clicking the banner ("The Netherlands would have looked very different without our maritime history") a new page displayed: "ahora.es," a Spanish version of nu.nl. All the articles could be clicked on; unusual articles with what if the Netherlands were part of the Spanish empire. As Wesley Sneijder (”Esnaider”) shot the Spanish team to the European Championships. There is a performance of the Spanish-Dutch singer Juan Smit, Beatrix is ​​still known, but not as a queen but as a sculptor, etc. etc.

 

The message: "we would now speak Spanish." Who clicked through landed on the special campaign website where you read the true story of the Dutch maritime history and where the renewed museum was introduced.

 

Check the banner online.

 

Results

• 96,000 people activated the banner on that day.
• 13 times the average and the highest click through rate ever on nu.nl

 

Awards

2 x Webby-honoree

1x Adrime