VML and MediaMarkt bring Destination X to shopping streets 

MediaMarkt is a proud sponsor of the VTM show Destination X, where 10 unknown Flemish contestants travel across Europe, trying to guess their final destination. The bus they travel in, equipped with smart windows that only occasionally turn transparent, served as inspiration for a mysterious activation by VML. Behind three frosted storefront windows in Ghent, Antwerp, and Hasselt, all the MediaMarkt products featured on Destination X were waiting for a new owner. But there was a catch—you could only win them if you could see them. 

The storefront windows, fitted with the same Smart Film technology as the windows on the Destination X bus, were remotely controlled. For a whole week, they turned transparent for just a few minutes at a time. During these unexpected moments, passersby had the chance to quickly scan the QR code displayed and gain access to the contest page. 

Two participants who correctly guessed which European MediaMarkt store was closest to the TV show’s final destination won a prize package worth €2,500.

CREDITS

Client: MediaMarkt
​Client contact: Janny Dewalens, Sofie De Beus, Daan Langstraat, Marine Casas
​Agency: VML
​Chief Creatieve Officer: Klaartje Galle
​Executive Creative Directors: Kasper Janssens & Arjen Tarras
​Creation: Kate Bellefroid, Jolien Tuyteleers, Olivier Maquenne
​Account team: Pieter Van Schil, Renée Baeten, Molly Waeytens, Joke Van Bourgognie
​Strategy: Gaëlle Maes
​Design: Samuel Allemand, Christophe De Pelsemaker
​Motion Design: Lucas Van Orshaegen
​Copy: Jelle Raats
​DTP: Theo Hagtingius
​Development: Stijn Van Minnebruggen, Sam Serrien
​Sound design: Menno Van Riet
​Agency Production: Tim Keeren, Evelyn Twadrous, Yanne Kaers
​Production Company: OVAL