- Campaign: Jumbo Racing Days driven by Max Verstappen
- Location: Circuit Zandvoort, the Netherlands
- Goal: brand awareness
- Tools: instax wide + unique hashtag + QR-code
The Jumbo Racing Days, driven by Max Verstappen are a spectacular event held at Circuit Zandvoort in the Netherlands. Fans of the Formula 1 sport can enjoy F1 and Motorsport during this weekend. As the main sponsor Jumbo is always looking for ways to interact with their target group.
In this case the HR-department was looking to get in touch with potential new employees. The goal was to reach 10.000 people in one weekend. The Jumbo promotion team used the photoflyer to spot for the right people. Of course, photoflyers are perfect to do this job. Main goal was to attract people to go to their landing page, where you could sign in for a job or look at their job offers.
We prepared and produced ten instant photo activation kits with unique yellow leather camera sleeves and a great flag banner so people could not miss the Photoflyer teams walking around the large area.
The idea was simple but effective: make sure people are taking photos of the photoflyer to put them on social media (in this case Instagram). When people took a picture of the photoflyer, their phones automatically recognized the QR-code. Before you could post it, the landing page was visible.
Due to this success at the Jumbo Racing Days, Jumbo also used the same system at some local Cycling events in the Netherlands.