Press Release
Amsterdam, October 1, 2025
The first episode of the new NPO program Ook dat nog has immediately caused problems for the Netherlands’ largest private moving company, Student Verhuis Service. The satirical consumer program featured a sketch about a botched move carried out by a so-called copycat of the company, which led to brand confusion and reputational damage.
The episode, which aired on Sunday, September 21, centered around a failed move involving unmotivated student movers and significant damage. According to the sketch, the movers had been drinking too much the night before and were therefore barely able to carry out their work. The result: unnecessary damage during the move. Although the broadcast explicitly mentioned the name of the copycat, the footage showed a white moving van with orange lettering—a combination that is characteristic of Student Verhuis Service, not of the competitor that copied the concept. The misleading imagery and the similar company name led to brand confusion: some viewers assumed the situation involved Student Verhuis Service, while in reality the company had nothing to do with it.
Immediately after the broadcast, Student Verhuis Service received messages from customers and potential clients with pending quotes. One customer wrote: “I will still leave a positive review, but I wanted to bring something else to your attention. Tonight on Ook dat nog (a consumer program on public television) there was an item about another student moving company. A series of complaints about this company was discussed, but in the background, a photo of YOUR moving van was shown.”
An employee also encountered hesitant customers during home visits: “Three potential clients, out of five that day, immediately asked about the program Ook dat nog! and expressed their concerns. I explained that it was not about us, but you instantly find yourself 2-0 down. That’s frustrating. And these were only the clients I personally met with,” said Wessel Holkema, account manager at Student Verhuis Service.
The confusion has affected the company, which speaks of reputational damage: “Thanks to alert viewers, we were made aware of this situation. We tried to limit the damage with an explanatory email to our clients and business relations, but we notice that it has still left an unpleasant aftertaste among our customers. This is costing us revenue,” said Bas Verhaart, Commercial Director of Student Verhuis Service.
On September 21, Student Verhuis Service requested a rectification or a short clarification from the program’s editorial team. So far, no response has been received. The company stresses that it is willing to think along about a practical solution.
That Student Verhuis Service itself is not averse to humor became evident last year during its 15th anniversary. To mark the occasion, the company released a special movers calendar, inspired by the well-known firefighter calendars. The print run of 500 copies sold out completely in a short time.
About Student Verhuis Service
Since 2009, Student Verhuis Service has been helping individuals and companies move across the Netherlands. With flexible deployment of students, transparent rates, and the option for customers to help with the move, the company offers affordable quality and service. This approach has made it the largest private moving company in the Netherlands, with more than 100,000 satisfied clients.
