Store activation Brussels airport
Small Footprint, Big Impact: The JD Sports Memory Challenge at Zaventem Airport
JD Sports Belgium approached us to create a highly engaging retail activation that would drive footfall to their store at Zaventem Airport. With limited space and a fast-paced airport environment. This is what we came up with.
The challenge
The store’s small surface meant we had to deliver an activation that was compact yet impactful, ensuring it did not block apparel, footwear, or visual merchandising. Being located in an airport, we also had to consider that shoppers often had limited time, needing an experience that was quick, intuitive, and immediately rewarding. The goal was to design an activation that could engage travelers efficiently while leaving a memorable impression.
the work
We designed a 1.5-square-meter activation featuring a memory challenge game displayed across two digital panels. Players matched campaign imagery from JD Sports’ latest collection, with the fastest participants winning a free pair of sneakers from the exclusive JD collection. Holidaymakers could also win a portable JD-branded boombox, while all participants received a mini JD duffle bag keychain, ensuring that everyone left with a positive experience.
To drive awareness, we supported the activation with an OOH campaign at the airport, complemented by floor and window decals that clearly directed travelers to the memory game. Despite the compact footprint and the airport’s fast-moving crowd, the activation successfully captured attention, encouraged interaction, and reinforced JD Sports’ brand presence in a unique and engaging way.
results
The JD Sports Memory Challenge successfully engaged airport travellers over the weekend, delivering high participation and strong brand visibility. Across 8 days:
Total games played: 1,680
Sneaker winners: 28
Speaker winners: 131
The activation proved that even in a compact 1.5-square-meters, travellers could be quickly engaged and rewarded, creating a fun and memorable touchpoint with JD Sports. By combining an interactive game and instant rewards, the activation drove footfall to the store, reinforced awareness of JD Sports’ exclusive collection, and left a lasting impression on a diverse audience of fast-moving airport shoppers.