De Kluis XL – Crack the Vault Videoland / RTL Nederland
- Dom Ho
- Aug 7
- 2 min read
"An oversized heist. A laser-filled vault. And thousands queued to break in."
To celebrate the launch of De Kluis XL, the high-stakes gameshow where celebrity teams plan a heist against elite defenders, Blacklist Creative turned the centre of Utrecht into a live-action escape mission.
The Mission
Create a dynamic public activation that captures the energy of the show and gives fans a way to get in on the action.
Our goals:
- Turn the show’s “heist of the century” concept into a playable, shareable experience
- Drive buzz across social channels
- Bring De Kluis XL to life with real-world stakes
CREATIVE CONCEPT
We built a supersized vault installation in a public square, where fans could physically step into the world of De Kluis XL and attempt to crack the code themselves.
The Build
- A full-scale vault experience complete with glowing interiors and branded gold bars
- A built-in laser maze challenge, where contestants had to dodge beams and collect prizes under pressure
- A constant queue of players eager to test their skills and beat the clock
- Surprise visits from Team Stuk, the show’s notorious defenders, who appeared in person to raise the stakes
"You haven’t lived until you’ve been chased out of a vault by a YouTube star."
PRE-LAUNCH AND CONTENT
To drive traffic to the activation, we produced two high-energy teaser videos featuring the cast announcing the heist plan. These social-first pieces set the tone, built suspense, and seeded intrigue across Videoland’s channels.
IMPACT
- The activation drew massive foot traffic throughout the day, with queues around the block
- The event created viral social content across fan accounts and Videoland’s own platforms
- Participants walked away with prizes—and stories they were eager to share.
WHAT WE LEARNED
When you blur the lines between show and experience, people respond. Giving fans a physical way to engage with the narrative made De Kluis XL feel like more than just a show—it became an event.
WHAT's NEXT
The success of De Kluis XL proves there’s huge appetite for experiential activations in the reality/entertainment space. We’re continuing to evolve our work in this genre, building ever more immersive moments for fans.
WANT TO CREATE SOMETHING YOUR AUDIENCE CAN STEP IN TO?
Let’s talk heists, lasers, or anything else you can dream up.
