Challenge

Just before Dirk’s rival supermarkets kicked-off with their usual FIFA World Cup mania, Dirk van den Broek aimed to amaze kids by launching a hype on its own: Dirk Stikeez.

Insight

Similar activation campaigns in the past, like Flippo’s and GoGo’s, have shown that children will make up their own games to complete their collections.

Ideation

To spark kids’ creativity, content was created on how to play several alternative games that will help children to complete their Dirk Stikeez collection.

Impact

Dirk van den Broek was able to ignite a hype with the Stikeez just before its competitors kicked-off their World Cup 2014 campaigns. This allowed Dirk to achieve its goals in a far less costly way. Once more Dirk proves it ‘continues to amaze’ both parents and children.

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