Telecom Provider Ben Surprises Students in Dutch Cities with Free Furniture

This year, students in the Dutch cities of Utrecht and Leiden were greeted with a unique surprise: blue sofas, tables, and even refrigerators appearing unexpectedly in various locations. What initially seemed like an art installation was actually free furniture specifically for students, courtesy of telecom provider Ben. This campaign was created by TBWA\NEBOKO.

Understanding that students love free stuff, Ben tapped into this insight to engage their target audience. The campaign highlighted Ben’s student-focused mobile plans, which offer perks like free connection, free 5G, and additional free data. To promote these deals in a way that truly resonated with students, Ben chose to distribute free furniture, subtly branded with promotional messages for their student mobile plans.

“Instead of investing heavily in traditional billboards or posters, we wanted to do something that students would genuinely appreciate,” said Margaret Kreuger, manager of brand and communications at Odido. The campaign strategically placed furniture such as couches, tables, lamps, and refrigerators in areas densely populated by students. The response was swift - students quickly claimed the items and transported them to their dorms on bikes and shopping carts, integrating the furniture into their eclectic student housing décor.

Ben’s strategy of moving from static billboards to tangible, useful items creates a longer-lasting connection with the audience, while also extending the lifespan of the campaign in a highly cost-effective manner. The campaign leverages humour and practicality, addressing students’ real needs while subtly reinforcing the brand message.

“A standard outdoor campaign usually lasts for about a week. The beauty of this activation is that the message continues to engage the target audience for years to come,” said Erik Falke, executive creative director at TBWA\NEBOKO. In addition to the physical activation, the campaign is supported online with short videos documenting the students’ reactions and a social media campaign featuring playful 'student wisdom' messages.