Doe ff fiscaal
A striking campaign that increases the visibility of fiscal studies with prospective students.
What we did
Concept, Naming, Copy, Visual Identity, Website, Communication Materials
Challenge
Fiscal studies are a bit of an unknown. And that is why, as a student, you may not choose such a degree, even though it would suit you very well.
Solution
We created a campaign that stands out, showing how fiscal studies are really about today’s major topics such as healthcare, sustainability and big tech.
Improved visibility
Some students mistakenly view fiscal studies as dull and old-fashioned, wrongly assuming they focus on money and tax regulations. Nothing could be further from the truth. We especially want to show those students that fiscal studies are much more than that.
Commissioned by the Dutch Tax and Customs Administration, the Dutch Association of Tax Advisers (NOB), and the Register Belastingadviseurs (RB), we developed an industry-wide campaign to increase the visibility of fiscal studies.
Bold campaign
We came up with a bold and rebellious concept: “Doe FF fiscaal!” (“Just go fiscal”). Not obvious, but highly effective. During the development process, we used the student panel of Studenten.com to validate our ideas with the target audience, enabling us to clearly identify what resonated with students—and what didn’t.
Polar bear with a message
The campaign speaks to students in their own language, sometimes slightly provocative. Bold colors, striking visuals, and positive energy take center stage. The campaign logo is a speech bubble carrying the call to action: “Doe ff fiscaal!”
It features characters such as a polar bear and a superhero, that illustrate what “going fiscal” really means: engaging with some of the biggest questions of our time. Who should pay for sustainability? How should wealth be distributed? And how do you create regulations for the latest technologies?
The central message is that fiscal studies are about far more than taxes alone. They are about shaping society and tackling complex social challenges.
Campaign Rollout
The campaign was rolled out online with a major takeover of Studenten.com, supported by advertising on social media and Snapchat. We developed a website to highlight the key message in a concise and accessible way. The site features videos showcasing students’ experiences, a “Common Misconceptions” section that humorously debunks stereotypes and an online quiz that helps prospective students discover whether a fiscal studies program is right for them. (Spoiler alert: they are.)
Results
The campaign was visible at all Dutch universities and universities of applied sciences offering fiscal studies programs and was widely shared online throughout the sector, via Studenten.com, and across social media channels. In addition, information sessions were organized and flyers were distributed at universities. The results speak for themselves: during the campaign period, the campaign website attracted more than 10,000 unique visitors.
This project was developed on behalf of the Dutch Tax and Customs Administration, the Dutch Association of Tax Advisers (NOB), and the Register Belastingadviseurs (RB), in collaboration with Studenten.com. Video content was produced by Lichting.
