The Rokin is back on the map again
The Rokin in Amsterdam is the most famous shopping street where you never go. With the opening of the North-South line, the ‘Dutch Champs-Élysées’ is entering a new phase. The cooperating entrepreneurs united in BIZ Rokin asked Grrr to develop a strategy and a recognizable style to achieve this purpose. This project was carried out together with Silo (Silo designer Merijn van Velsen).
The area has a number of problems: it has been a construction site for years (super cozy!) and the people of Amsterdam see the area as a tourist reserve. The strategy is to position the Rokin as the central point where locals can meet, especially when they live further apart from each other. And to do so in a way that Amsterdammers recognize: with bravado, guts and international ambition. Hence the payoff: ‘Bigger than Amsterdam’ with the campaign slogan ‘More street than your street’.
Grrr: “The user is central. That’s why we have created a website that focuses on natural search behavior, with questions such as “I want to have lunch at the center?” or “Where can I spend the night in the center?” We’re also playing with the Amsterdam bravado. Often it goes so far that Amsterdam is seen as the center of the world. That’s what we capitalize on, and yes, there is a huge eyewink in it.”