Mondelez
Biscuit Bakery - Stansted Airport
THE CHALLENGE
Biscuits have been an ever-present feature within travel retail’s confectionery sector; however, this category has recently been given the opportunity to create their own identity. The “Biscuit Bakery”, a concept initiated by Mondelez, is a platform to inform and excite shoppers across the world.
Mondelez approached us with an opportunity to introduce this newly sought after category, in Stansted airport. The challenge was to deliver an engaging trial experience that promoted two brand leaders, Cadbury and Oreo, whilst maintaining a nostalgic association to a biscuit bakery.
OUR APPROACH
Gamification is a rising trend that brands are utilising to direct consumer traffic towards their activation pop-ups. Through gamification, retailers can increase customer engagement, boost brand awareness and even shape customer behaviour. Gamification provides a cost effective opportunity for brands to invest in technology and innovation, providing consumers with a truly memorable retail experience
DRIVING SALES THROUGH GAMIFICATION AND COMMUNITY.
OUR SOLUTION
We created an impactful digital pop-up activation, at the heart of which was an interactive touch screen ‘biscuit themed’ air hockey game. Travellers were invited to ‘pick a team’ and compete against one another for the chance to score a victory for their favourite brand - Cadbury or Oreo. As well as bragging rights, the winner also received a ‘winner’s selfie’ and a place on the daily scoreboard. The game was triggered with an innovative NFC ‘coin’ which meant that in order to play, a traveller needed to interact with the brand ambassador, driving trials of the new biscuits.
Our digital air-hockey experience was played 72 times a day, over a 5-week install and has been a major success with shoppers and brand ambassadors.
BRAND STRATEGY │ 3D/2D CREATIVE │ END TO END SOFTWARE DEVELOPMENT │ WEB/NATIVE APP │ AR/VR │ UI/UX │ AI
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