For our new "Just call us" campaign, we brought the slogan to the people. We built several LIVE accidents and placed these all around the country. Anyone could step into these accidents. And that generated thousands of unique photographs. At the "Just call us" LIVE website, people could download their own photo and vote for their favorite photos. The 80 photos that got the most votes were eventually used as outdoor posters. In this way, the Dutch people themselves determined what the new "Just call us" campaign looked like.
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