Insight
While holidays are associated with paradise, the booking process itself often feels like the opposite. Fluctuating prices, endless options, decision fatigue. Neckermann's opportunity was to own that gap and close it.
Approach
Rather than tearing down what already existed, we chose to build on it. Neckermann's baseline ( Vakantieplan? Ga naar Neckermann! ) had been anchored in the collective memory of Flemish consumers for years. Most agencies would have replaced it. We reintroduced it.
The creative platform "Heaven & Hell" was born from this tension: the paradise of the holiday versus the ordeal of booking it. It gave the brand a clear, emotionally resonant stage.
Vroegboek
Black Friday
First minute
The Work
The campaign rolled out across radio, online video, social, and POS. Radio was the strategic centrepiece a format that rewards strong, memorable writing and sonic branding, and one where the Neckermann jingle could be reintroduced with full impact.
On the French-speaking side, a new baseline was introduced "Vacances en vue ? Neckermann, bien entendu !" bringing the two language versions closer together while respecting the distinct cultural tone of each market.
We deliberately chose to focus on what truly sets us apart: our ability to understand our customers and offer them a stress-free booking experience.
”Results
The campaign won the Sonic Sweet Spot award (2025Q4) proof that building on existing brand equity and creating something awarded and original are not mutually exclusive. The Heaven & Hell platform gave Neckermann a creative framework that is both fresh and familiar, and set a new standard for how the brand shows up across all channels.