Billa Bricks Loyalty ProgramAR Storytelling
- Billa is an Austrian supermarket chain that operates in Central, Eastern and Southeastern Europe. It is owned by the German company REWE Group. REWE Group is the fourth largest trading company in Europe, has more than 13 thousand trading floors and more than 300 thousand employees.
- Brand loyalty & engagement
- Digital storytelling
- Augmented Reality App
- Mobile games
- Custom 3D characters and locations
- Engaging storyline
- Android and iOS AR Apps
We were asked to find a creative way of stimulating purchases by the existing customers and attracting new clientele. Billa wanted to use Lego theme to appeal to the younger generations of the customers and their parents, while keeping the audience focused on their brand.
The ultimate goal was not to only boost sales, but to create a long-lasting positive impression of the brand itself.
With each purchase, customers were receiving a lego piece (a shopping cart, an isle, a character, etc.) and a set of AR/VR activation cards.
In the custom application we built for this marketing campaign, customers were able to play small games or build their own Billa Lego supermarket. Once scanned, VR/AR cards unlocked new lego pieces and new games. VR part of the application allowed customers to become a lego character (customized with a photo upload) and visit their own virtual store.
This way, participants could play with custom Billa Lego pieces in both real life and in virtual reality.
WHAT WAS THE
As a result, the application acquired more than 20,000 users, majority of which continued using the app for the length of the campaign.
Sales have also increased 3,2% over the period of the campaign
Even if not directly related to the brand, mini games is a good reason to open the Billa app yet again. Kids played the games in between classes, and adults used them to kill time during the daily commute. This is the way any brand could make lives of their customers a bit brighter.