Think about it: can you think of another Special Database catchy candy bar commercial? Marcel French, JP Nieuwerkerk and Deidrick Koala of the agency Emirati Purism Lintas came up with it and won the main prize at the 1996 Cannes advertising Special Database film festival with it. Many people can remember the slogan 'Consider what you do with your last Rollo'. Young and old. And that is precisely the reason why target groups are overvalued, writes Toorenaar. Yes, target groups have certain characteristics. Millennials, for example, are insecure and value good Special Database social contacts. But this is also apparent from studies on the elderly.
Most of the commercials in the book Special Database are 'movies for all ages'. No one is too old or too young for the Rollo Elephant. 3. Bob you or Bob me? Bob you or Bob me? We like to joke about Belgians, but the original idea Special Database came in 2000 from our southern neighbors. Laurent Deconinck, a 25-year-old novice Flemish advertiser at the time, found the assignment 'extremely difficult'. How do you start a positive campaign without giving Belgians the feeling that their 'pint' is being taken away? His friends tell him about the Special Database agreed 'turn roll' (one who takes turns not drinking).
That sympathetic good guy puts Deconinck Special Database on a pedestal. Bob is received with enthusiasm and has been in the Grote Van Dale since the campaign. The Netherlands is also expected to participate as part of a European Special Database campaign. The idea is that it is good for strengthening the European feeling. Richard Visor, communications advisor at the time at the Ministry of Transport, Public Works and Water Management, wonders whether the Netherlands is not too sober for this campaign. Panel research he has commissioned Special Database shows that consumers do indeed think the idea is nonsense. Under pressure from above, the research figures still end up in the trash. And that's a good thing. 'Bob' turns out to be a hit. But with a raw edge.