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 their stores and increase sales over the holiday period. Given the challenge of gaining customer awareness, BIPA opted for a gamification campaign to differentiate itself from the competition.
The Easter season is known for the abundance of advertising and marketing efforts. BIPA was thus faced with the challenge of developing a creative campaign to increase customer interaction and drive more visitors to their stores. They were seeking an innovative approach to actively engage customers and motivate them to participate in the promotional campaign.
BIPA subsequently created an engaging Dropper Game with an Easter theme, offering the chance to win the company’s loyalty points, known as “Ös”, as well as attractive vouchers. The top prize was an impressive 10,000 “Ös” worth 100 euros. The Dropper Game was promoted across multiple channels, including social media, the company’s newsletter, and website.
BIPA’s gamification campaign was a tremendous success, with over 138,000 total visits and a voucher redemption rate of more than 15%. The fact that 94% of users completed the game demonstrates the effectiveness of a well-designed marketing campaign. Due to the entertaining nature of the Dropper Game and the enticing prizes, the company exceeded its goals even during the fiercely competitive Easter season.
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