The full story
In August 2025, Rijkswaterstaat closed the A27 at the Hooipolder interchange for 100 hours to move a 6,300-ton underpass into place. An impressive technical operation, but also a significant communication challenge. How do you keep thousands of curious people at a safe distance? With 'The 100 Hours of Hooipolder,' we turned 100 hours of traffic disruption into a public-friendly event that ensures safety, fosters engagement, and strengthens trust in our public infrastructure. Instead of keeping the public away, we invited everyone in - digitally.
A live blog, social stories, livestream, and real-time interaction formed a digital content marathon that allowed the audience to watch and experience it. Without a media budget, but with about 740,000 views of the live blog, national media attention, and thousands of positive responses. 'The 100 Hours of Hooipolder' is the proof that content marketing can even bring concrete to life! The case won a gold award at the Grand Prix Content Marketing. “A remarkably positive case regarding a road closure,” said the jury.
"I could look at that for hours. I would almost want to say: I could look at that for 100 hours!"
Ramona Chang - Business Marketing Manager
Results
