Omnichannel - Gamification

Jacobs Douwe Egberts - L'Or Barista

Context

The objective of the Jacob Douwe Egberts campaign was to increase awareness of their new L'OR Barista concept by combining L'OR Barista machines with capsules that are compatible with the machine (both classic and XXL capsules). 

Solution

JDE launches a addictive game supported by a 360-degree communication campaign at Delhaize. The stakes: 350 l'Or Barista machines to win. To boost its sales they also combine this with a promotion '2nd product at -50% off'

Results

This gamification has obtained exceptional results!


Banner on the Delhaize.be Homepage & Category page

120,698 customers saw the banner on the homepage.

 

Personalized e-mail
Sent to 35,000 customers, with an average Open rate of 33.5% (more than 11,000 openers) and an exceptional click-through-rate of 21%.

 

Stopper Instore NFC
78,000 Delhaize customers saw the stopper in the coffee section and 27,705 bought a product L'OR Barista.

 

Banner inserted in the Delhaize newsletter
Average 25% open rate, click rate of 4.3% which means a CTR of 17.8%.

 

Gamification itself
Nearly 39,000 gaming sessions (an average of 10 sessions per customer and 7 min of gaming time)


This gamification is a perfect example of an omnichannel and engaging campaign!

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TARGETS

TARGETS

Coffee Buyers

Objectives

Trial

Engagement / Consideration

Loyalty