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Van Roey

275 years in 100 visions for the future

B2B activation & participation

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Groep Van Roey is a building and construction company with a solid reputation in the sector. The company has been active since 1740 and celebrated its 275th anniversary in the group’s brand new headquarters. It proved to be a valuable communication momentum.


Deliver proof of concept that the so-called traditional target group is interested in digital interaction. LUON took on the challenge to create impact within the diverse B2B target group (government, architects, engineering, employees) and stimulate them to participate in the event.


Obviously, we used the 275 year momentum to pause and look back for a moment. But to highlight the company’s future vision, we thought it would be even more interesting to know where the next 275 year would lead us: Honor the Past. Celebrate the Present. Embrace the Future.

The campaign was launched with an appealing, stylish direct mailpiece. We invited Van Roey partners, customers and employees to share their personal views on building and living in the future.

We set up a digital activation and participation platform to collect, publish and share the content created by specialists and actors in the sector. A reminder based on fresh content served as an invitation for peers to contribute their ideas.


The response was way beyond expectations, both in quality and quantity: 100+ vision were shared on the platform #275jaarvanroey, including valued contributions of sector reference actors.

The campaign is a starting point for long-term, online interaction with the Van Roey community. This success showed internal stakeholders that the Van Roey target group and their B2B market is more than ready to evolve from traditional communication to digital engagement.

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