How Gamification Marketing Helped ZooRoyal, AEG, and SPAR Elevate their Advent Campaigns
BIPA, a prominent Austrian drug retail brand founded in the 1980s, has established its reputation for quality and trustworthiness since its very beginnings. From beauty products all the way to everyday household items, BIPA has meticulously curated a diverse selection. As one of the most popular drugstore chains in the country, its roots firmly planted in the vibrant city of Vienna, BIPA has expanded to create a vast network of stores throughout Austria. This extensive reach ensures that no matter where customers are, a BIPA store is never too far, offering unparalleled convenience and accessibility.
For Valentine’s Day, BIPA wanted to provide its customers with an unforgettable experience that they would not forget and would reinforce their commitment to customer centricity.
However, creating a marketing campaign to deliver such an experience was not easy to realize. Valentine’s Day, or the “day of love”, is well-known to be exploited by nearly every industry, particularly by drug retailers and players in the perfume and cosmetics sector.
In this overflowing sea of promotional offers, BIPA’s challenge was to realize a campaign that would not just be another one among many but would successfully attract customers and convince them to make their Valentine’s Day shopping at BIPA.
In essence, the drugstore aimed to create a campaign to strengthen its brand identity and enhance customer loyalty. Moreover, BIPA envisioned this occasion as an excellent opportunity to expand its newsletter subscriber base, providing customers with a fun customer touchpoint while simultaneously using the campaign for brand communications.
To create an engaging experience and ensure BIPA gains a unique presence amidst the Valentine’s Day hustle, BIPA turned to Gamification Marketing. Striving not just to capture attention but also to offer exceptional customer care, BIPA rolled out a gamified Swipe Quiz.
This wasn’t just any quiz—it served as a digital “product finder,” guiding customers through many fragrance choices and helping them find their perfect match in a world oversaturated with options. This innovative approach aimed to cut through the Valentine’s Day clutter while simultaneously offering customer assistance and delight at a time when every brand is fighting for consumer attention.
To ensure maximum campaign visibility, the quiz was seamlessly integrated into BIPA’s website as an iFrame and further promoted through flyers, reaching the hands of three million Austrian households.
BIPA’s approach was about more than just drawing in the crowds; it was about offering a guiding hand in the overwhelming sea of choices and guaranteeing customers delight amidst the overwhelming rush of Valentine’s Day promotions.
The innovative Swipe Quiz campaign launched by BIPA genuinely allowed BIPA to distinguish itself amidst the numerous Valentine’s Day promotions. The Swipe Quiz emerged as a customer favorite, boasting an outstanding average engagement time of 37 seconds per player. This significant duration allowed customers to thoroughly interact with the brand and explore the different fragrances that were showcased, creating a deeper connection and enhanced brand experience.
Moreover, the refreshing approach significantly increased BIPA’s customer engagement and brought a remarkable influx of newsletter subscribers to BIPA. In fact, the campaign witnessed a staggering 211% increase in subscriptions compared to the results from traditional advertising techniques that were previously in play.
However, the Swipe Quiz campaign wasn’t just a win in terms of numbers but also proved the power of thoughtful, engaging, and customer-centric approaches in driving brand loyalty and interaction, illustrating how digital innovation through Gamification Marketing can turn promotion into an unforgettable customer experience.
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Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
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