Bol’s New Sinterklaas Campaign Brings Wish Lists to Life

When you think of Sinterklaas (Saint Nicholas), you think of the main tradition: presents. But how does Sinterklaas know what you want? To assist children and parents in finding the perfect gift, bol presents itself as ‘The Shop of Sinterklaas’ in the run-up to Sinterklaas evening. The entire Sinterklaas campaign, Het Grote Speelgoedboek (The Big Toys Book) and De Grote Speelgoed App (The Big Toys App), convey the same message: Sinterklaas knows me and my wish list. The wish list is key in finding and purchasing the right gift and is the main focus of all communication.

Starting today the new TV commercial can be seen as part of a cross-media campaign. In this, a little boy named Luca goes to great lengths to share his wish list with Sinterklaas, so that he knows exactly what he wants. His best friend, a dog named Bruno, tries to prevent the list from reaching Sinterklaas. After all, will his owner still want to play with him if he has all sorts of new toys? But guess what? One of the gifts the boy asks for (and ultimately gets) is something he can enjoy with Bruno. The music in the TV commercial is a re-recording of the '90s hit 'What Is Love' by Haddaway.

Fiona Vanderbroeck, director of B2C marketing at bol, said: “The commercial aligns with the message that the wish lists in Het Grote Speelgoedboek and De Grote Speelgoed App give parents good insight into what their children want. The song ‘What Is Love’ shows that by thinking of others, you can play and have fun together.”

Max Kurstjens, senior creative at DEPT® and one of the creators of the campaign: "With De Grote Speelgoed App, the use of bol’s Digital Wish List is also growing. This gives children the feeling that they are in direct contact with Sinterklaas. The story of 'Luca and Bruno' embraces that special feeling and what it means to a child."

The gifts from Sinterklaas come from the magical warehouse. It’s a place that captures the imagination of children. On the cover of Het Grote Speelgoedboek (The Big Book of Toys), they see the exterior of the warehouse. Inside the book, you can find the new wish list poster, designed in the shape of a warehouse. A digital wish list in the shape of the warehouse can also be found in the app.

Martijn Uittenbogaard, lead of Het Grote Speelgoedboek at bol, said: “New this year is the physical countdown calendar in the book. From November 16, children can scan a box on the calendar with the De Grote Speelgoed App. This unlocks a new video each day in which Pietje Fernando, a popular character from the 'Club van Sinterklaas' ('Club of Saint Nicholas'), gives children a glimpse into Sinterklaas's large warehouse. He will also seek answers to Sinterklaas-related questions such as !What does Sinterklaas do when he is in Spain?! Besides, he shows what Pieten experiences in the evening while filling children’s shoes with gifts.”

bol and the Club van Sinterklaas have established a branded content partnership for the second year. Het Grote Speelgoedboek and The Grote Speelgoed App can be seen in the movie 'De Club van Sinterklaas: het grote Sneeuwavontuur' ('The Club van Sinterklaas: The Great Snow Adventure') and on the Pietentube YouTube channel. Pietje Fernando also plays in an exciting cinema commercial for bol, where he takes you on a ride in the lift of Sinterklaas's large warehouse. The magical lift from the campaign will also be translated into a physical activation in several cinemas in the Netherlands and Belgium. Additionally, there is a collaboration with various magazines such as Donald Duck, Bobo, and Okki.

The campaign is being rolled out across TV, online video, radio, and out-of-home, as well as through social and digital content, influencers, and content creators. The campaign can also be seen in cinemas. More information about De Grote Speelgoed App can be found at: http://bol.com/speelgoed-app