To overview
The challenge
Sinterklaas is a time of magic, surprises, and joy, and HEMA wanted to bring this magic to life digitally. The challenge was to take HEMA’s Sinterklaas campaign further by digitally extending the TV commercial experience and actively engaging customers.
HEMA wanted to not only activate its CRM base but also drive store traffic, increase brand engagement, and generate leads. All of this had to be achieved through an interactive experience that involved children and families in the Sinterklaas festivities.
The concept
Together with LiveWall, HEMA created Takkie’s Sprint voor de Sint, a 3D digital game in which players, along with the beloved dog Takkie, collected presents for Sinterklaas. This interactive experience was not only a digital extension of the TV commercial but also an innovative way to bring Sinterklaas storytelling to life.
By combining the game with social media, HEMA's website, and in-store communications, the campaign was implemented across multiple media channels. The game was available on various platforms and encouraged participants to submit their data, generating leads. Additionally, a smart incentive in the form of a discount code was offered, encouraging store visits.
The results
Thanks to the interaction between the game and the cross-media approach, the campaign achieved impressive commercial and brand results. It generated high customer engagement and strong involvement in the Sinterklaas experience. Customers played the game multiple times, which led to increased engagement and store traffic.
The project was a perfect digital translation of the TV commercial, with smart gamification mechanics that boosted both brand engagement and digital visits.
