HOLLA 3: The More Micro The Merrier



How can we make real use of hyperlocal advertising? In our series of HOLLA events, we x-ray today’s hottest communication phenomenons and trends. In our latest edition we decided to zoom in on location-based communication. From region to city, to street, to house or office, all the way to what’s 24/7 under your thumb: thy holy smartphone.

In our mission to save to world from boring advertising, we wanted to find out: How can we serve better and more relevant experiences based on location data?


We kicked off with a talk of our own digital strategist Yulia Yushchik. She showed us how the lines between the off- and online world has never been as thin as they are now. Digitally focused companies like Whole Foods, Uber and Starbucks profit from the fact that they can use people’s locations to serve more relevant ads.



I like it. What do you mean?

Location Based communication comes in many forms and shapes. Here’s some lingo that will make you look bright at the water cooler:


1> Geo – messages:

When you use your hometown in your settings of your social media accounts, advertisers can target you on your location.


2> Push messages / Beacons

Using NFC on Android phones and Bluetooth on iPhone a beacon can send push messages to the people who are around that beacon. A beacon can also collect data of mobile devices in the near distance, already oftenly used in public spaces for crowd control.


3> Mobile Web messages

When using the browser on your smartphone, the browser knows where you are at that moment in time due to your IP-address and can serve targeted ads.


4> In-app advertising

When using free apps like Weather.com, Tripadvisor and so on, you give permission to the app to collect your data. This is also called: Device ID Capture. So, Mobile DSP’s capture all these ID’s on all these free apps around the world and the more and more they know where people are. Then the Mobile DSP serves an ad which is very relevant to that smartphone-owner.

speakersOur Holla guests

The next speaker was Viktor Wubbe from Targetoo & MobileFirst_. He showed us how to reach the ever ‘on-the-go’ crowd. He shared how he got high school kids to not use their phones while cycling. The campaign targeted school areas (by geofencing the exact school-locations) so that the pupils who were around the school after class hours, would come across their message, all the way through their popular routes back home.


screen-shot-2016-12-16-at-16-28-43(geofencing the neighbourhood of SuperHeroes Amsterdam)


Katalin Gallyas shared her view on how beacons work in public spaces and how organisations could benefit from this technology to reach their audiences around a beacon at a certain moment. It was interesting to see that beacons are playing a more and more important role in public spaces. For example, to provide people with information about a hotspot in town.


Jonathan Duque from Estimote joined us virtually from Krakow to explain us how beacon technology works and how advertisers can use them clever for their target audiences.




Holla3 ended with Belgian media artist Dries Depoorter. He shared with us his fun and clever projects, many of which based on location data. It included his art installation “Jaywalking”. This work follows people via cameras at traffic lights and you could report people when they would jaywalk. The screengrab of the jaywalker is then automatically sent to the nearest police station.


Next to some fresh insights nobody had to leave our hideout empty-handed. Dries gave everyone a chance of winning 25.000 followers on Instagram with his very own scratch tickets. So if you see an enormous increase of followers amongst one of your peers… think twice.


Keep following our social media for our next Holla event.



SuperHeroes takes over Eurobest 2016 in Rome

Every year in December people from all over Europe come together at the Eurobest festival to celebrate the best in European creativity. It’s the only festival of ideas that moves around Europe and, with a lecture each year, SuperHeroes follows wherever it roams.


This year it took place in Rome. In the birthplace of modern civilization our creative directors Rogier Vijverberg and Niek Eijsbouts showed a crowd of marketers and creative experts how they should follow their animal instinct in order to create great advertising.


Biology outsmarts media buy
By knowing the mechanisms of animal instinct we can create campaigns that people will choose to follow. How birds seduce, how a herd of sheep behaves and how crocodiles build their surprise attack all show great similarities with our daily digest of ads. And like in nature boring brands will eventually die out.  




Like at Eurobest 2015, SuperHeroes continued its legacy of being a great closer of Eurobest. Now open up to your inner animal and get back to work in the real advertising jungle!


20161202164900-eurobest-ph-cfaruolo 20161202165236-eurobest-ph-cfaruolo


Can you guess what they’re watching?

Ouch! #SMH. OMG! #fail.


MTV’s comedy clip show Ridiculousness is filled with the Internet’s most hilarious and extreme videos, where the host and guests are adding their commentary to fail videos.  But sometimes looking at people’s reaction faces while watching funny videos is much more entertaining than the actual video itself.



What are they watching?

For the launch of Ridiculousness in Poland and Sweden, SuperHeroes Amsterdam created a campaign based on these reaction faces. All the assets created for this campaign make you wonder: what are they watching? Which makes it hard to leave any episode unseen and gets you curious about the videos they’re watching.


The ‘What are they watching?’ campaign consists of short video clips for social media, banners, bus and tram videoclips and out of home posters – all with the reaction faces as a starting point.


Last but not least, we will also work on Dutch Ridiculousness that will launch on the 27th of November.

Our new fries lover: Christina Ta




We are very happy to present to you our new SuperHeroes. In this blog series you get to know more details about every one of them. Meet Christina Ta, our new art-director and latest addition to the SuperHeroes league of professional table tennis amateurs.


What are your superpowers?

Stealing fries


What is your personal mission?

Pet all of the dogs. Steal your fries.


What’s on your Spotify playlist?

Grimes, Rihanna, Erykah Badu, Flume, African Jazz


Which visual artist do you get inspired by?



If your batmobile should be sponsored by one brand which one would it be and why?

Heinz. Because fries need ketchup and mayo.


Which apps are in your iPhone’s bottom row?

Phone, Mail, Messages, Chrome


What would you ask Elon Musk when you sit next to him in the Hyperloop’s first ride?

Waffle, curly, wedges, or straight cut?


Don’t be fooled by her answers. Christina is actually a really fun human being who also documents her life in Amsterdam in her Instagram feed.

Long & Cynthia: finalists in Creative Press Challenge!



Two young SuperHeroes save the world from plastic: what you can’t see CAN harm you.


Each year The Creative Press Challenge, an initiative from De Persgroep, organizes a creative competition, challenging young creatives in the advertising industry. For their 4th edition The Creative Press Challenge created a brief for the Plastic Soup Foundation; an organisation that tackles issues concerning plastic entering our body unnoticed.


The young creatives that entered The Creative Press Challenge had to come up with a newspaper ad which made people more aware of the Plastic Soup Foundation. The message had to be positive, energetic, a tad bit rebellious, but most of all; reliable.


Our two young SuperHeroes Long and Cynthia signed up for the challenge and created an idea which made people think. Simplicity and a powerful message were the key ingredients that led to their success.





The three best ideas will be produced together with De Persgroep: the jury will eventually choose the winner from these three produced ads. The winning ad will be in de Volkskrant, together with an exclusive interview and will also be sent to Cannes.




As the Creative Press Challenge likes to say: “Bad ideas can’t hide in print and good ideas deserve to shine”.


May the best ad win!

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