HITSTER AT LA VAGUADA

CLIENT/BRAND

Jumbo Diset

Brief and creative process

Jumbo Diset wanted to support the communication campaign for Hitster, one of its latest board game launches. A music-themed board game that is shaping up to be a must at any get-together with friends and family.

To support the rest of the campaign, we were challenged to run a special activation on one of the busiest sales weekends of the year, the one before Christmas (from 15 to 17 December 2023).

For this we chose La Vaguada, the Madrid shopping centre that receives 25,000 visits a year, where we had a space of around 20 square metres.

Our role

We adapted the game’s graphics to a floor vinyl and a set of cards, recreating the game at giant size, so that people could fully immerse themselves in it. The space also featured a claw-style capsule machine and a full sound system so that people could feel the music, the real star of the game.

As well as customising the space, we had 2 brand promoters and 1 sound technician who made sure at all times that anyone who wanted to could play short rounds to try the game. For the occasion we created custom merchandise, which was handed out to the winners of the games played.

To give the activation extra promotion, we brought in 3 influencers who came to the event and shared it on their social media channels. They were: Alba Jiménez (who specialises in sharing things to do in Madrid), Arturo Paniagua (music journalist) and Abi Power (who specialises in crafts and is a board game enthusiast).

We provided 360° management of the entire project, handling everything from adapting the board game to a shorter format better suited to the event venue, through to the production, installation and dismantling of all elements, managing the event staff, and negotiating and contracting the space rental.

results

Of the 186,107 visits recorded at La Vaguada that weekend, an estimated 27% of visitors passed through the event space. Around 350 quick games were played over the weekend and 150 gifts were handed out (board games and merchandise, plus numerous sampling units). The activation also generated more than 170,000 views of event-related content on Instagram and TikTok.