The Challenge

De Bijenkorf embarked on the extraordinary challenge of commemorating 150 years of legacy while celebrating their commitment to luxury and CX excellence.

An Ode to CX and Brand Identity: De Bijenkorf's anniversary TVC is a masterpiece that captures the essence of both luxury and CX:

• Tailor-Made Music: The TVC's bespoke musical composition resonates with De Bijenkorf's identity, enveloping viewers in an auditory experience that evokes luxury and elegance.
• Visual Luxury: The TVC captures De Bijenkorf's retail outlets—a world of refined aesthetics and sophistication—translating the allure of luxury into an audiovisual journey.
• Offline CX Brought to Life: Every frame of the TVC encapsulates the opulent offline CX, inviting viewers into the immersive in-store experience that defines De Bijenkorf.
• Online Seamlessness: The TVC bridges the offline-online divide, ensuring that the luxury essence seamlessly extends to De Bijenkorf's digital platforms.

De Bijenkorf's anniversary TVC is not just a film, it's a CX immersion:

• Luxury Embodied: The TVC transports viewers into a realm of luxury, virtually immersing them in De Bijenkorf's iconic retail spaces, creating a sense of belonging.
• Emotional Resonance: The fusion of music, visuals, and brand identity strikes an emotional chord, deepening De Bijenkorf's connection with its audience.
• Brand Identity Radiates: The TVC is a mirror reflecting De Bijenkorf's brand identity—luxury, elegance, and unwavering CX commitment—across every scene.
• Omnichannel Harmony: Seamlessly weaving offline and online, the TVC ensures a unified experience, consistently aligning with De Bijenkorf's luxury narrative.

Early outcomes show the value of pairing brand storytelling with designed customer experiences. Consistent audio and visual cues made the TVC instantly recognisable across TV, in store, and online, strengthening brand recall across every channel. The anniversary hub and shoppable stories created a smoother path from inspiration to action, reducing the steps from viewing to exploring and purchasing.

In-store screens and displays enriched the physical experience, giving visitors context and reasons to engage with services such as gifting and personal advice. Audiences spent more time with editorial linked to the TVC, showing genuine interest in the stories behind products and services. A shared toolkit for CRM, apps, and social media supported coherent messaging while reducing rework and increasing efficiency.

De Bijenkorf’s 150th anniversary TVC demonstrates how heritage can feel alive when brand and customer experience move together. The film honours the past, serves the present, and guides people into an experience that continues well beyond the frame.