Big box brand activation for new JB Hi-Fi store

Ahead of JB Hi-Fi’s first new store opening in seven years, marking the official beginning of the brand’s ambitious growth strategy for New Zealand, Brainchild and Electric Art have teamed up to engage Kiwis with the JB Hi-Fi brand via an activation named ‘What’s in the box?’. 

Located outside the soon-to-open store at The Base, Hamilton, the large three-metre cube invites mallgoers to peek inside for clues and enter online to win the box’s contents (worth close to $10,000). All six items must be guessed correctly, with the prize drawn at the store’s grand opening on Friday, 7 July. 

Angela March, director of Brainchild, said the activation idea is inspired by the box-like hoardings keeping the store fit out under wraps. 

“We want to replicate some of the curiosity of ‘what’s behind the hoardings?’ and give customers a reason to stop and interact with the brand. It’s a nod to the new store design and the fit-out reflecting the JB Hi-Fi DNA and unique brand flair.” 

She adds that the activation is designed to ensure people know JB Hi-Fi is coming to The Base and increase awareness of JB Hi-Fi’s massive product range.

“We want to show Kiwis that JB Hi-Fi has more than just tech, but music, movies, computers and tablets, phones, TVs and audio equipment, gaming devices, home appliances, and everything in between,” said March

Both agencies and the JB Hi-Fi in-house team, led by New Zealand Marketing and E-commerce Manager Jon Kirman, worked together to bring the activation to life. 

Electric Art managed the box and site design, entry mechanic, technical set-up, and digital experience. 

Charlie Mills from Electric Art says the project has been exciting to work on. “Our teams have created an exciting activation to engage with customers before the store opened and to share JB Hi-Fi’s unique and fun vibe.”

“The box design had to be large enough to immediately catch the attention of shoppers and passers-by and attractive enough to have them take the time to peek inside, and we think it looks great.” 

She adds that the team worked carefully to develop the entry mechanic to the correct level of difficulty. 

“It needed to be fun for all with enough challenge to encourage people to search the range of products available on the JB Hi-Fi website for their guesses,” says Mills. 

‘What’s in the Box?’ is located inside Te Awa, The Base, until Wednesday, July 5. Winners will be announced, alongside a performance by White Chapel Jak, at the store’s grand opening, 5:30pm on Friday, July 7. 

Legendary Kiwi artist and frontman of Shihad, Jon Toogood, will also perform in front of the store at 1pm on Saturday, July 8 as part of opening weekend celebrations.