1. Strategie
  2. Concept
  3. Productie podcast


  1. Dutch Creativity Award

The VriendenLoterij supports museums and other cultural institutions in the Netherlands since 1961: in 2020 it budget exceeds €80 million. In the podcast 'Topstukken' ('Masterpieces'), curators and other experts from museums are interviewed about the most special object in their collection. In this way, the VriendenLoterij connects its customers to culture in a substantive way.


The communication from the VriendenLoterij is largely aimed at selling lottery tickets. This makes sense since the revenue from this is crucial for the main activity: supporting cultural institutions. In addition to this conversion-driven communication, the VriendenLoterij was looking for a way to tell substantive stories about culture. Not with the primary goal of selling more lottery tickets. By showing how valuable and inspiring Dutch cultural treasures are, the VriendenLoterij underlines the necessity of its activities.

Big Idea.

Podcast users are generally curious and take the time to listen. That is why this medium turned out to be perfect for the VriendenLoterij's objectives. An additional argument was that the brand had the opportunity to be visible within a new domain. The show is hosted by Albert Verlinde, a famous journalist, experienced interviewer, and ambassador of the lottery. In this format, one object is central, with a curator or expert telling the underlying story. To make the show accessible to a wide audience, the stories are thoughtfully structured to keep the duration per episode compact and easy to follow for everyone.


Topstukken has been one of the best-listened culture podcasts in the Netherlands since its launch. The narrative podcast has an unprecedented consumption rate, exceeding 100% for some episodes. In collaboration with Mediatest, we researched the brand effects of Topstukken. The transmission of the message, the VriendenLoterij supports the cultural sector in the Netherlands, is very clear. The majority of the respondents think Topstukken is a very good fit for the VriendenLoterij.

This narrative podcast also has a significant positive effect on the attitude of listeners towards the VriendenLoterij: more than 30% indicate that they find the brand more sympathetic and friendly.

The content of Topstukken is rated with an 8.2. The listeners find the stories instructive and associate the VriendenLoterij significantly more often with culture after listening. Two out of three listeners subscribe to the podcast channel.

The objective of Topstukken, to connect the customers of the VriendenLoterij with culture in a substantive way, has been more than successful with these results.

Even though Topstukken does not have a commercial objective, it does contribute to conversion: among the voluntary listeners, the percentage that considers playing the lottery has almost doubled.


In collaboration with: Earforce (audio production & music), Albert Verlinde (host & interviews)

Unique stories behind masterpieces


Average percentage consumed by listeners

Top 5

Since its launch, Topstukken is in the top 5 of the most listened to culture podcasts in the Netherlands


Part of the listeners who subscribe to the podcast


Deel van de luisteraars aboneert zich op de podcast

Verrassende verhalen

Erg de moeite waard. Elke keer weer een ontdekking om te horen wat voor verhaal er achter een object schuil gaat. Albert is echte en top-interviewer. Heerlijk om naar te luisteren!

Albert verlinde