Pop for Prizes
Channel Gold - Direct Response (any media) , Industry Silver - Retail, Channel Bronze - Campaign Website
Foodstuffs New Zealand
Craig Whitehead, Chris Long, Pippa O'Regan, Ed Bell, Ryan Macpherson, Simone Lash, Caroline Rollo, Aaron Deverick, Allie Buczkowski, Rod Schofield, Mark Glenn, David Richardson, Andrew Joll, Juliette McLean
Steve Bayliss, Stephanie Pyne, Sarah Austin, Charlotte Cossar
New World is one of New Zealand’s largest supermarket chains, positioned between high-end, specialty grocers like Nosh and Farro, the low-end value-driven Pak ‘n’ Save, and direct competitor, the Australian-owned Countdown.
Every year New World run a promotion to celebrate their birthday. The problem is that birthday celebrations are tried and true in the grocery industry and finding new ways to engage with customers is always a big task. 2015 was no exception.
And in the face of increasing competition, New World were looking to make this their biggest birthday yet.
New World’s Big Birthday Party was created, featuring an innovative digital competition called ‘Pop for Prizes’ - an interactive game that proved simple and highly addictive. For every $40 spent, customers could head online and pop balloons to win. The more balloons you popped, the more chances you had to win prizes.
This seemingly basic concept became a gaming phenomenon which customers nationwide latched onto and embraced, with over two million games being played over the 4-week promotion period.
More importantly, it facilitated a huge shift in consumer behaviour and a profound increase in total sales from previous years. In fact, the results were quite staggering in supermarket terms with average basket size increasing by almost a quarter and sales lifting from the previous year by 5.1%.