During the Easter season, in the saturated advertising landscape, BIPA, one of the largest drugstore chains in Austria, was seeking a creative solution to generate more traffic in its stores and increase sales over the Easter period. Given the challenge of attracting customer awareness during the competitive Easter season, BIPA opted for an innovative gamification campaign to differentiate itself from the competition.
The Easter season is typically saturated with advertising and marketing efforts, making it challenging for brands to stand out. BIPA faced the challenge of creating a campaign that would rise above the noise and engage customers in a meaningful way. Their goal was to develop a creative and interactive touchpoint that would not only drive footfall to their physical stores but also strengthen customer loyalty.
BIPA sought more than just a temporary buzz; they aimed to reinforce their brand image as a forward-thinking and customer-centric leader in today’s competitive drugstore retail landscape.
To achieve its targets, BIPA launched an engaging Easter Dropper Game, creatively designed to reflect their corporate identity.
In the game, players had the chance to compete against others, with BIPA rewarding the top scorers with loyalty points, known as “Ös,” as well as attractive vouchers. The main prize was an impressive 10,000 “Ös,” equivalent to 100 euros.
To maximize reach and engage different target groups, the Dropper Game was promoted across multiple channels, including social media, the company’s newsletter, and its website.
BIPA’s Easter Dropper was a tremendous success, recording over 138,000 total visits and achieving a voucher redemption rate exceeding 15%, significantly above the industry average.
The game’s high completion rate of 94% highlights the strong engagement and positive reception from players.
Thanks to the entertaining nature of the Dropper Game and the attractive prizes, BIPA not only met but exceeded its goals, even in the highly competitive Easter season.
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