In February 2018, the Dutch Tax and Customs Administration invited 7.9 million people to file their annual tax return between March 1-May 1. To make these taxpayers aware of the need to file their complete and correct tax declaration on time, HvdM, advertising agency KesselsKramer and media-agency Initiative, rolled out the campaign ‘Look carefully, complete and return on time’. The results? A record 400,000+ declarations received on day one of the tax return window (+28% compared to 2017), and a total of 9.2 million declarations – of which 99% submitted online – received before May 1 (+5.7% compared to 2017).

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