Branded Sinterklaas game collecting presents with Takkie

HEMA made the Sint story playable, turning a familiar moment into something people could actively take part in.

The Sint period is a key moment for HEMA, shaped by recognition and continuity. The annual TV campaign introduces a familiar story and character, but HEMA wanted that story to continue beyond the commercial.

The ambition was to create a digital experience people would return to during the Sint period. Not as an extra layer of content, but as a natural extension of the campaign. At the same time, the experience needed to support CRM and retail goals without feeling promotional. The challenge was to design something playful and accessible that fits the season while creating meaningful interaction in a crowded moment.

In the commercial, it appears as if an intruder is walking through the store. Takkie reacts, grabs him and only later realises it was Sinterklaas. He was filling the shoes. Time for Takkie to make it right.

Takkie's Sprint voor de Sint is a browser-based 3D experience where players collect gifts together with Takkie to help Sinterklaas. After playing, participants received a discount code and had the chance to win a Takkie plush. The combination of gamification and rewards encouraged participation and supported CRM growth.

The browser-based 3D game runs on mobile and desktop. Players move through the environment, avoid obstacles and collect gifts.

The activation was shared through social media, paid media, email, push notifications and the HEMA app and website, reaching a wide audience.

The digital experience was developed in collaboration with HEMA, Hotel L'Amour and Fiep Westendorp, connecting it to the storyline, visual style and the character of Takkie. Fiep Westendorp ensured the correct portrayal of Takkie.

With Takkie's Sprint voor de Sint, HEMA extended its Sint campaign into an interactive experience people chose to engage with.

The game activated the CRM base, increased brand involvement and encouraged store visits through playful incentives. The case shows how a well-known character and a clear game mechanic can turn a seasonal campaign into meaningful interaction by inviting people into the story.