2012 Results

CAT 29 - Promotions & Incentives (PR)



VeiligheidNL (Consumer Safety Association), "The Label Lottery"29-03494-PR

Agency (city): LEMZ

Creative Director(s): Bram Tervoort, Chester de Vries

Copywriter(s): Daniel te Lindert, Chester de Vries

Art Director(s): Bram Tervoort

Agency Producer(s): Laura Bremerkamp

3D & Design: INDG

Short explanation

Do you read the labels on your household chemicals? No you don’t. Just like most of us don’t. And that’s how 6,000 people end up in the hospital each year with painful injuries.

So we came up with a sneaky plan. We went to the store and bought a large stock of household chemicals. Then we changed the original labels by adding an extra closing sentence: "Congratulations! By reading this label, you just won EUR 1,000!"
Without being seen, we placed the products back on the shelves throughout the country.

Then we waited for 4 weeks. Not a single winner called in.
Just as we'd expected.

Time to send out our press release. The fact that people could now win 1,000 euro, simply by reading the labels, on household chemicals they’d already bought, caused quite a stir. It even made the 8 o'clock evening news.
Now everyone knew about the hidden labels. And our new “Label Lottery" campaign.
The Label Lottery activated Dutch people to dive into their kitchen cabinets and look for the winning line. Those who didn’t find a winning label, at least read the safety information and significantly decreased their chances of injury. So in the end, everyone’s a winner in the Label Lottery.

Thanks to the campaign 1 in 4 Dutch people now carefully follow the safety instructions on their household chemicals.


Increase the number of people reading the labels on household chemicals in order to decrease the number of injuries related to the wrong application of household chemicals.