Cannes Lions

Sintersizer

XXS AMSTERDAM, Schiphol / HEMA / 2017

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Overview

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Credits

Overview

Description

One of the most important rituals in the Sint tradition, is the songs that kids sing to Sint (and be rewarded with gifts in return). Any Dutch kid over the age of 3 knows at least one Sint song by heart. To help kids sing the best Sint songs ever, we decided to re-vamp the tradition with the Sintersizer. A magical music machine created from over 300 HEMA products and measuring 4 by 6 meters. This instore experience was set up in HEMA's Amsterdam flagship store. To let everyone sing alone, HEMA also created the Sintersizer app: an exact replica of the original machine.

Execution

The Sintersizer was build using over 300 seasonal Sint products. In a mix of original products and hand crafted blowups using the exact same materials as the original toys. On this 6 by 4 meters machine, kids could create their own beats. From musical teacups to wooden flutes the size of a door, almost everything on the Sintersizer makes a sound. This instore experience was set up in HEMA's Amsterdam flagship store. To let everyone sing alone, HEMA also created the Sintersizer app: an exact replica of the original machine.

Outcome

With our campaign we reached 14.5 million of the Dutch cumulatively, which was for a big part thanks to our social media strategy and influencer approach: we reached 4 million people organically on Facebook, 1,4 million people on instagram and 1,1 million people on Snapchat. Sales during the Sinterklaas period did not lag behind, we registered the highest revenue during the Sinterklaas period ever (HEMA has been around since 1926), and a rise of 32% compared to the year before.

HEMA had a 84% higher margin than expected thanks to 15% of the revenue coming from sales without promotion. Our total campaign managed to register a return on marketing investment of 120% in a competitive retail space.

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