New campaign for destination Eindhoven: 'Eindhoven Souvenir'
Delft blue clogs, kitschy lighters, and 'I love ...' T-shirts. Who doesn't know them? That's not how we do things in Eindhoven. You don't visit Eindhoven for the ‘what’ but for the ‘why’. In other words: in Eindhoven, you don't have tourist obligations; you visit to experience the mentality. It is precisely this mentality that we share with the campaign Eindhoven Souvenir.
The Eindhoven mentality is central to the Megawatt agency's latest city explorer campaign concept. They managed to capture that energy in a manifesto, which is central to the campaign.
The meaning of a souvenir is a remembrance or memory. Put that fridge magnet out of your head; Eindhoven is not the city of your average souvenir. We don't like souvenirs at all. It's the people of Eindhoven themselves who provide unforgettable memories. For this campaign, we are working with four Eindhoven residents who represent the manifesto: Yetunde, Jasper, Min Young, and Roy, the "souvenirs" of Eindhoven. They will tell you everything about their city: the love, energy, and favorite spots, so you know exactly where to go and what to expect.
The campaign aims to entice as many city explorers as possible to visit Eindhoven, with the Netherlands, Belgium, and Germany as focus areas. To achieve this, we are working with catchy video images that we are placing online: on in-house channels like thisiseindhoven.com and @eindhovencity, as well as publishers' channels in all three countries. Since this summer, thisiseindhoven.com has been available in German in addition to Dutch and English. After the launch, this is the first active campaign to reach German city explorers.
This campaign is a collab between Megawatt agency (concept), Blickfänger (video), and Eindhoven365 (realization). Eindhoven Souvenir is also made possible by four Eindhoven residents in particular:
Yetunde Olusanya - vintage director at YATVA
Roy Overdijk - dancer at The Ruggeds
Jasper van Es - curator and creative producer at PAPERJAM
Min Young Choi - designer and chef at Korean foodLAB.