Woolworths is Australia’s largest national supermarket chain. They operate 950 stores across Australia and have a turnover of 35 billion USD. The DreamWorks Heroes campaign was created to deliver a unique, fun and exciting interactive experience for kids and moms.
Moms are the prime target for grocery retailers, but in Australia, supermarket shopping is often a family occasion, for parents and kids together. That can be great or awful! We saw this as an opportunity to develop a program to involve and entertain the kids, creating a fun experience and an added reason for Mom to shop at Woolworths.
Popular licensed characters, tied to movies, can generate instant recognition and high participation. Using cutting-edge augmented reality technology and in combination with DreamWorks, our aim was to develop an unforgettable in-store and at-home experience, where the children and moms could actually see and interact with their favorite characters.
Shoppers could collect 42 action cards. With an app parents and children could bring their DreamWorks heroes to life: Shrek, the Penguins of Madagascar, Kung-Fu Panda and many more – by scanning floor stickers in store. There were also DreamWorks recipes for moms and special online games for the kids. ATL and PR drove awareness, while social media and in-store activation fueled the momentum.
In 6 weeks, 135 million card sachets were collected, equivalent to 15 for every household in the country, and nearly 300,000 albums purchased. The campaign generated a huge shift in market share, and more than 50% of customers said they had increased spend and visited more frequently. The app was the number 1 downloaded app in the entertainment & kid’s category in Australia during the campaign.
- Industry – Grocery supermarket
- Services provided – SEC loyalty marketing campaign
- Office that handled the campaign – tcc Sydney
tcc is a global operator with 34 offices throughout the Americas, Europe, Asia Pacific and Australasia.