British American Tobacco South Africa augmented their classy euro chic stand with some powerful technology at this year’s Shell Select Convenience Retail Conference 09. While their personalised cigarette box engraver stole the show for retailers, it was the relatively simple touchscreen survey competition that is giving brand managers the insights they are looking for with retailers.
Ogilvy Cape Town briefed Brandscape to produce a simple and effective touchscreen application to survey retailer’s perceptions and product knowledge. The key was a prize draw with a visible count down to the draw time that had people queuing to have their say.
Some of the data confirmed existing statistics and this confirmation gives credibility to the new insights around the use of retail branding.
Damian Hardy, Brandscape MD, said of the campaign; “Brandscape has been developing interactive platforms and competitions for several brand clients and it has proved an important mechanism to engage audiences in a tactile way that gathers valuable opt-in data analytics. The touchscreen’s ‘countdown’ clock to the game’s prize draw added real excitement to the whole experience. It is simple devices like this that illustrate our “paperclip” approach: simple effective ideas that work”.
Brandscape has developed a progressive approach to integrated marketing that blends mobile, digital and experiential tactics with classic marketing communications to provide clients, in this case British American Tobacco South Africa, with reliable metrics and consumer analytics. This winning formula in digital interactive experiences engages people by creating interest and fun around deep research campaigns that can be otherwise deemed as cold. The results are conclusive in that audiences are less inhibited and more open in their responses when there is a competitive interaction that masks the seriousness of the game’s content.