1. Strategie
  2. Concept
  3. Productie podcast

The BankGiro Loterij 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 BankGiro Loterij connects its customers to culture in a substantive way.


The communication from the BankGiro Loterij 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 BankGiro Loterij 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 BankGiro Loterij 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 BankGiro Loterij'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.


Since its launch, Topstukken has been one of the best-listened cultural podcasts in the Netherlands. The podcast has been received positively by the media. The podcast also proves to be valuable for the cultural institutions supported by the BankGiro Loterij: the show connects culture lovers with their collections. The unprecedentedly high consumption rate, which is more than 100% for some episodes, makes it clear that listeners appreciate the content highly. Even though Topstukken does not have a commercial objective, a part of the listeners register and participate in the lottery - and thus support culture in the Netherlands.

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