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 Easter period. Given the challenge of attracting customer awareness amongst the competitive season of Easter, BIPA opted for an innovative 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 and interactive campaign to ensure they would stand out amongst others. They wanted to offer their customers a fun and interactive touchpoint drive footfall to their physical stores and increase customer loyalty.
BIPA wasn’t just looking for a possibility to create momentary buzz but wanted to reinforce its brand image of being a forward-thinking and customer-centered company in todays drugstore retail landscape.
To achieve its targets, BIPA created an engaging Easter Dropper Game with a creative, matching theme that immediately reminded of their corporate design.
In the game players had the opportunity to compete with others and BIPA rewarded the respective high scorers with prizes in form of BIPA loyalty points, known as “Ös”, as well as attractive vouchers. The main prize consisted of an impressive 10,000 “Ös” whose worth is equivalent to 100 euros.
To ensure that the campaign would reach as many people and different target groups as possible, the Dropper Game was promoted across multiple channels, including social media, the company’s newsletter, and website.
BIPA’s Easter Dropper was a tremendous success. More than 138,000 total visits were recorded and the voucher redemption rate was higher than 15%, which is considerably higher compared to the industry average.
Moreover, the fact that 94% of users completed the game demonstrates just how well the game was received and how much players loved to engage with this campaign.
Due to the entertaining nature of the Dropper Game and the enticing prizes, BIPA exceeded its goals even during the fiercely competitive Easter season.
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