How do you make sure you don’t just stand out on a busy trade show floor, but actually draw thousands of e-commerce entrepreneurs to your stand? For PostNL, The Groundbreakers developed an activation for the Webwinkel Vakdagen centred around growth and flourishing. With one clear message: Grow your opportunities with PostNL. Vergroot je groeikans met PostNL.
The experience started right at the entrance of the Jaarbeurs, where visitors walked through a colourful installation of XL flowers. The flowers symbolised growth, ambition and opportunity – exactly what PostNL helps entrepreneurs achieve. Hosts handed out tokens and invited visitors to redeem their opportunity to grow at the PostNL stand. This way, the entrance and stand became part of one continuous activation.
At the stand, ‘Pluk je Geluk’ – Pick Your Luck – was waiting: a green wall filled with colourful flowers that visitors could pick using their token. Each flower revealed a prize, ranging from edible giveaways to bigger surprises. A playful way to drive traffic to the stand and start conversations about how PostNL helps webshops grow.
We also brought PostNL’s personal service to life on the trade show floor. Hosts drove visitors directly from the entrance to the stand in specially converted shopping carts. And for anyone in need of an extra energy boost along the way, we handed out orange ginger shots from a LEVV. This brought Grow your opportunities to life at different moments throughout the visitor journey, bringing people step by step closer to PostNL.
“Met The Groundbreakers hebben we samen onze boodschap – PostNL helpt webshops groeien – op een creatieve en spraakmakende manier tot leven gebracht. De combinatie van beleving, interactie en energie leidde tot veel enthousiasme en mooie gesprekken op onze stand. De overweldigend positieve reacties bevestigden: deze aanpak werkte en maakte Webwinkel Vakdagen 2026 tot een succes.” – Linda Tuik, Senior Marktmanager E-commerce PostNL
