Het Poetsbureau

A job as a domestic help, that's poor pay. Or at least that is the prevailing misconception. We wanted to dispel this misconception for Het Poetsbureau with a new campaign. And what better way to do that than to explicitly mention wages?

Our campaign featured cheerful domestic workers. In swinging rhyming videos they tell why they enjoy working for Het Poetsbureau. Besides the nice pay, they also enjoy a whole range of extra benefits. A message they proclaimed with pleasure.

The videos are part of a large social media series, but we also rolled out the campaign heavily on radio and in out-of-home. We had a whole range of variations and messages up our sleeves.

Visitors to the campaign site discovered the advantages of working at Het Poetsbureau. We also provided a handy salary simulation and you could even view real salary slips. Because all of that worked very convincingly, the site also allowed you to apply directly.

That we broke a taboo with this campaign was clear: it briefly became a hot topic in the press. Our campaign was discussed with labor economist Stijn Baert on Radio 1, and we saw articles about it appear on VRT News, De Standaard and De Tijd, among others. Mission accomplished!