Gabey Goh
Jul 18, 2016

CASE STUDY: Friso Gold engages mums with Ksubaka

Friso Gold embarked on an interactive in-store engagement campaign in CRV, WuMart and MerryMart retail stores in China with Ksubaka.

CASE STUDY: Friso Gold engages mums with Ksubaka

Background

Friso Gold wanted to attract in-store shoppers with an interactive experience and communicate to mums that the brand also helps prevent 'heat' and constipation in babies because the milk powder’s molecules are smaller and easier to digest.

Equally as important was to collect data through an onscreen shopper survey to verify that the Friso Gold Interactive Experience was effectively reaching the target audience and educating new potential customers about the product benefits.

Execution

Ksubaka designed an interactive experience for Friso Gold, which was provisioned over-the-air to 231 of the company's in-store kiosks, called playSpots, across 37 retail stores (comprising a mix of CRV, WuMart and MerryMart) within the company’s media network.

The game play involved catching as many small ‘Friso molecules’ as possible within 30 seconds, while avoiding the larger molecules falling from a competitor’s product. Shoppers caught the molecules by moving a baby back and forth on the bottom of the screen.

To emphasise the difference between small and large molecules, when the baby caught the ‘Friso molecules’ they smiled and raised their hands in happiness and when they caught the large molecules they frowned and cried. 

At end of the game play, key product messages were reiterated along with a pack shot, and the shopper was offered a one-for-one discount by scanning a WeChat QR Code to get a coupon. The short survey was then displayed on-screen, asking shoppers for a little information on their preferences.

Results

  • Campaign exposures: 4.4 million (+193 percent on KPI)
  • Shopper impressions: 6.6 million (+200 percent on KPI)
  • Mojo engagement: 82,000 (+64 percent on KPI) – A ‘Mojo’ is a completed shopper brand engagement that ends at the reward screen)
  • Total number of surveys completed: 1,300

Related Articles

Just Published

6 hours ago

Performance marketing, is it really effective?

Following Airbnb's move to shift spend out of performance, five performance-marketing experts from across Asia-Pacific discuss where the brand may have gone wrong and argue the value of balancing performance with brand.

7 hours ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

7 hours ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

7 hours ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.