TUC surprises travellers at Rotterdam Centraal

TUC challenge brings energy to the station

In June 2024, Rotterdam Central Station was transformed into the playing field of an energetic brand activation by TUC. In collaboration with Mondelez, Amphion and Publicis Groupe, a unique experience was created - with Nathan Rutjes as the shining centrepiece.

Passers-by were challenged to take part in a TUC challenge, with the aim of breaking Rutjes' own record. Sportsmanship, fun and brand activation came together here.

Holocube as eye-catcher

It all started with an impressive Holocube, in which the iconic TUC packaging and the campaign were visible in 3D. This visual installation immediately caught travellers' attention and provided the perfect starting point for the campaign.

Then it was time for action: passers-by had the chance to take part in a TUC challenge: sitting on the TUC bench, holding up a ball or catching TUC packs while balancing the ball on their foot.

Nathan Rutjes surprises winners

Those who dared to take on the challenge and break the record received an unforgettable surprise: Nathan Rutjes personally turned up to surprise the winners with an autographed ball, a surprise package or a tasting pack.

The activation generated enthusiasm, spontaneous run-ups and high shareability on social media.

Sampling team handed out TUC Bake Rolls

Visitors who preferred to watch were also treated - with free TUC Bake Rolls. This created a lively, positive atmosphere at the station throughout the day.

TUC managed to link the brand feeling with fun, energy and interaction.

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