TBWA\NEBOKO set out to make sure students knew Ben was their best choice for a telecom provider. To do that, they needed to grab attention and prove they truly understood their audience—a big challenge, especially with a very limited budget.

With little cash to decorate their homes, Dutch students often see treasures in what others would consider rubbish, always on the lookout for useful items—particularly at the start of the academic year, when many are moving into new homes or even new cities. TBWA\NEBOKO sought to tap into this insight.

To reach students on a limited budget, TBWA\NEBOKO avoided conventional (and expensive) media space. Instead, they created a new type of media by giving used furniture a second life as advertising objects. 

They placed the furniture on busy streets and squares in major student cities, capturing immediate attention from passersby. But there was more—the furniture was up for grabs. Students picked it up and carried it through the streets to their new homes, turning it into moving billboards. TBWA\NEBOKO also created online content from the activation, targeting additional students digitally to extend the campaign’s reach.

By making furniture and home appliances part of student life, the campaign secured a lasting presence inside student homes. So every time students chilled with friends on their new couch or popped open the fridge for a cold drink, they were reminded that Ben has the best deals for students—now and for years to come.