Project Overview
Emmi partnered with Appetite Creative to launch a Connected Experiences campaign aimed at increasing brand awareness for its ‘good day’ line of products. Appetite developed a web app that allowed users to scan the packaging and unlock a digital interactive experience, including a 3D game promoting physical activity and a 2D game with daily and weekly prizes. By engaging users through the app, Emmi aimed to educate consumers about healthy choices and encourage them to incorporate Emmi products into their daily meals.
Challenge
Emmi collaborated with Appetite Creative in order to launch a Connected Experiences campaign to increase brand awareness and recognition on its ‘good day’ line of products. The challenge was showcasing the benefits of Emmi’s healthy alternatives to conventional dairy and promoting an active lifestyle through an interactive experience originating from its newly-designed packaging in collaboration with Tetrapak.
4″Our interactive connected experiences are hugely popular and successful across our range of products and packaging. We’re pleased to be brightening the day for our customers with this new sleeker Emmi good day packaging and a connected experience that combines fun games and education about how to be happier and healthier. We hope our customers love it as much as we do” said Amir Maslic, Senior Brand Management at Emmi.
Solution
The solution Appetite provided for Emmi good day to present its new packaging format and help increase brand recognition was that of a web app for which users had to scan the packaging of the product.
In doing so, we delivered a digital interactive experience made up of a 3D game encouraging physical activity and an additional 2D game, both of which allowed users to compete for daily and weekly prizes. Focusing on promoting the slogan ‘start the day with good day’, the app’s user experience will help consumers learn about healthy decisions and how they can add Emmi products to their everyday meals.
The user scans the package and sets off a 3D animation around it, revealing a menu with experiences that provides the user with opportunities to win different amounts of points and share these on social media to earn a place on the leaderboard and win a prize.
Results
The result of this campaign was a fun and interactive web app available in French and German for the Swiss market where Emmi mainly operates. For 10 weeks, the users earned points to compete for a weekly giveaway of an Apple watch and a milk frother, as well as a daily giveaway of a Yogastar yoga mat.
In total the Connected Experiences invited 6.6k Scans and 14.2k registrations; there was a scan rate of 1.5 times per user, demonstrating strong interaction with the interactive experience. The games had a massive 83% completion rate which just shows how engaging gamification can be.
Interestingly, 66% of the game shares were via Whatsapp. The average time spent on the app to participate in the connected digital experience is 2 minutes with a game completion rate of 82%, showing how engaging this new marketing technology is for consumers.
