Leading retail and shopper marketing agency, Savvy, have created and executed the first augmented reality (AR) game for a convenience retailer. The AR Christmas Elf experience was the first project for Savvy, following a successful tender win.
Launched at the end of October, One Stop shoppers both in-store and at home have been invited to download the ‘Find Eddy the Elf’ app, visit the store and join the search to find the hidden One Stop ‘Helfers’! By seeking out the characters, shoppers play to unlock tiered prizes and the opportunity to enter into prize draws. Weekly throughout the campaign, bonus brand elves are also released to provide further opportunity to win and support partner brands during the festive season. Prizes have ranged from a Malteser chocolate Reindeer or a box of Matchmakers Orange, to entry to One Stop’s weekly £1000 prize draw, or an all-inclusive holiday to Lapland for four people.
To date (the campaign runs until December 25th), a total of 50,515 elves have been ‘caught’ by 39.6 percent of players across 425 stores and via the app.
Eddy the Elf – a little character with a big personality – has also been popping up in One Stop stores since 1st November, ably assisted by his family of elves – Eve, Eric, Auntie Elsie and Baby Elfy!
“After months of development and fun creating the elves, it’s been great to see the app go live and that it’s being enjoyed by shoppers” says Catherine Shuttleworth, Savvy CEO. “We look forward to continuing to work with One Stop and seeing the relationship grow from strength to strength.”
“Savvy’s understanding of our brand, and their creative and innovative approach to our brief immediately stood out during the pitch process, and has continued throughout the development of the app,” says Nigel Prendergast, Head of Marketing. “We wanted something interactive for the Christmas period that our customers would enjoy playing, so we were delighted to be able to share with our shoppers, Eddy the Elf and his family. The campaign runs through to Christmas, but early indications show that our shoppers are really enjoying the app and continue to play each time they visit one of our stores, to unlock new elves and prize tiers.”