A Freakin’ cool campaign
stirring up the Spanish streets
Fall 2024. Something is happening in the cities in Spain. Vivid ads catching the eye as they pass by. Kids playing with colourful figurines. A mysterious pop-up exhibition displaying… bulls?
What’s going on? Magneds and Spanish supermarket Dia running a high-impact loyalty campaign. An original giveaway and an innovative mechanism, perfectly in tune with a new generation of shoppers.
Collect, combine,
play, display
Marbles have been fun for decades, but never as much as with this freaky twist!
Freak Marbles come with interchangeable skins, transforming them into figurines to mix, match, play with and display. Which means that in this campaign there’s not just 14 marbles to gather, but an endless collection of unique characters.
What’s more, 4 out of the 14 crazy characters are DIA specials, custom designed by the Magneds studio to represent DIA private labels and their mascots, and not available anywhere else.
Next-gen collecting
The high-end reward deserves not to be given away all too casually, so a small effort is requested: 8 stamps for a free Freak Marble.
Digital stamps, to be precise. For the first time, stamps are collected entirely in-app. Scanning the Dia app at checkout automatically earns a stamp for every € 10 spent. Full cards are converted into coupons, worth one blind-packed marble plus skin.
Digital collecting:
- No more forgotten or lost stamps or cards
- (Full) stamp cards always at hand
- No use of paper
In the absence of tangible reminders, digital collecting stands or falls by two things: a solid set-up – check! – and good promotion.
These weeks, no one in Spain could ignore the Freak Marbles. From stores to cinemas to the side of the city busses – the colourful characters pop up everywhere. And perhaps the coolest: influential Spanish artists were given large, blank Freak Marble sculptures to decorate according to their own unique style. These artworks together form an eye-catching pop-up exhibition. Freakin’ awesome!
Let's talk
We’re always in for a chat about future-proof loyalty. Whether you feel like we can help you magnetize your customers, or you’re a talented individual who can help us enchant shoppers from all over the world. Let’s get in touch!
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