Bureau Citybranding wants to challenge the Hagenaar, resident of The Hague, to submit a plan to make the city more beautiful, better or more fun than it already is and to show that to as many people as possible outside The Hague. In doing so it wants to reach the target demographic of young talent (students and young professionals between 17-35 years of age).

“We show the outside world what kind of power and creativity The Hague possesses; I hope that the winning perfect plan will make me even more proud of our city than I already am.”

Richard de Mos

Alderman and deputy mayor


Together with Bureau Citybranding, we have further mapped out the competition. An important principle here is that the campaign also contributes to the growth of the online channel that we have previously set up for young talent: Be Hague.

That is why we thought it was important that valuable content was produced during the entire campaign period, not solely during the large-scale launch. As a result, the campaign really contributes to the Be Hague channel.

Parallel to the social campaign, we have challenged organizations and institutions in the city to pay attention to the campaign through their channels by also sharing their best ‘Puike Plan’ with the public. Because they did this on their own channels, these serious or rather fun ideas contributed directly to the campaign through the free extra reach. In addition, it indirectly generated additional media attention from the press.


With the Puike Plannen content we have managed to reach more than 250,000 people in the young talent demographic. We managed to keep the CPV low. Through the PR approach, we have managed to achieve dozens of expressions in the local and national media. From newspaper articles to the campaign, to radio interviews with jury chairman Joop Buyt and alderman Richard de Mos, to TV items such as 'Goedemorgen Nederland'.

Thanks to our PR approach, in which we gave organizations in The Hague a role in the campaign, there was direct support for the campaign. Even the biggest critic, Sjaak Bral, expressed sympathy for the campaign in his column and even called for voting.
In this way, we not only managed to meet the reach objectives, but we also achieved these with a predominantly positive sentiment.