The Tukker Test – Discover How Much of a Tukker You Are

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Twente Marketing, part of MarketingOost, promotes Twente as an authentic and welcoming region in the Netherlands. Our mission is to strengthen regional identity and stimulate local pride through creative, collaborative campaigns that deliver both emotional and economic impact.

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The Tukker Test was conceived and developed entirely in-house by our small and passionate team. Funny enough, the very first spark of the idea came to life in Newcastle, during the previous DTTT event. That moment of inspiration grew into a fully realised campaign that captured the essence of Twente’s DNA: freedom, honesty, humour and authenticity.

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The insight was simple: people often share more of the “Tukker mindset” than they think. Through humour and self-reflection, we invited them to discover their inner Tukker. At the heart of the campaign was an interactive online test with seven playful questions revealing how Tukker you are (0–100 percent). Each result linked directly to a local experience — from rural farm stays to wellness retreats — bridging awareness and conversion.

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The campaign launched in Twente to activate local pride and involve entrepreneurs as ambassadors. Mirrors and stickers with QR codes appeared in cafés, hotels and public restrooms, combined with an online campaign and a roadtrip.

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With a modest non-profit budget of 25,000 to 32,000 euros, the Tukker Test achieved over 22,000 test completions, 500,000 impressions and 110,000 reach, generating both visibility and real economic value.

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The Tukker Test did more than measure how Tukker someone is — it made people feel part of Twente’s story.