United by Orange
During Kingsday, Zalando wanted to create local relevance for its brand. Regarding local relevance, it's worth pointing out that for such a small country, Dutch people are diverse and do not always get along. 010 vs. 020. Randstad vs. Province. But during two collective moments, the Dutch unite. When a Dutch sports team plays and during Kingsday. For both occasions, we dress in orange.
This is where the foundation of the strategy arises. As the unique starting point of fashion, Zalando took the opportunity to build local relevance by showing that collectively wearing orange unites us. The creative platform: United by Orange resulted in a community-first campaign where anyone was able to wear orange during Kingsday.