Tomorrow is the very first King’s Day. At Progress Communications, not a day goes by without orange surrounding us: it is our brand colour, after all. Tomorrow, the rest of the Netherlands will dust off its orange accessories too. “Will the weather be good?” is probably the most frequently asked question. Here, though, we are mainly busy looking at the best King’s Day campaigns.
Although King’s Day is the new official name, we still hear plenty of people saying Queen’s Day. Research by TNS NIPO suggested that many would have preferred “Orange Day”, while “Monarchs’ Day” was another popular suggestion. Mint brand KING spotted an opportunity. Through its “Royal Institute of Dutch Customs”, it encouraged people to share accidental Queen’s Day references on Twitter using #KING. A fun idea!
This kind of topical social content is a common way to encourage viral sharing. Featuring celebrities or members of the royal family can strengthen the effect of a playful campaign. The original 2014 discussion also raised the question of permission when a brand uses a public figure’s commercial appeal. At the very least, it should be clear when that person has not participated in the promotion. Permission is preferable, and good taste matters, even when a joke is intended. Whether a brand would face problems over a campaign featuring King Willem-Alexander was open to debate. Legal action against such a campaign can itself generate significant media attention.
We may have a different royal host for the first time, but the celebration will be as orange and enjoyable as ever. Have a wonderful King’s Day!
More news ›