Albert heijn X LUMEN: from loyalty campaign to brand experience.

For the launch of new store manager, Daan (played by Jeroen van Koningsbrugge), and the “Start Your Own Shop” campaign, DOT.PRJCT partnered with LUMEN to create a complete series of 42 instructional videos. Rather than just adding flair to the campaign, these videos were designed as a practical tool to support Albert Heijn customers in participating in the loyalty program.

Through 41 stop-motion videos and 1 animation, we explained step by step how customers could collect, build and play with their miniature shops and products. The result is content that is playful and brand-aligned, yet clear and instructional; making the campaign easy to understand and fun to join.

By combining creativity with functionality, DOT.PRJCT helped ensure the campaign wasn’t just visible, but also accessible and engaging for millions of Albert Heijn customers.

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The 42 videos are live during the full campaign period on the Albert Heijn website, guiding millions of customers through the “Start Your Own Shop” campaign. The content makes participation easy, clear, and fun, resulting in high engagement with the loyalty program.

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