JD Sports plays it smart
JD Sports Netherlands wanted to activate students in a remarkable and playful way. The mission: to create a brand experience that was not only seen, but experienced.
A stop full of JD energy
We brought the recognisable JD duffle bag literally coming to life in the city. A tram stop in Rotterdam between two vocational schools was completely transformed into a JD stop, from the abri to the back wall, all in characteristic JD branding. On the back, the iconic sports bag hung with a surprising element: by pulling the bag's rope, an exclusive student appeared via a QR code
Digital activation with interactive game
The activation was also followed up by a nearby mbo school. Students were able to play a memory game on a digital touchscreen. Whoever completed the game successfully received a discount code. In this way, the target group was activated not only on the go, but also in their own environment.
Smart location selection for maximum impact
The campaign was in a place that many students passed by every day. By combining a physical experience with a digital game, JD Sports managed to stand out, surprise and connect, right where the target group moves.
Watch the video below 👇