Define.
Pick n Pay sought to create an immersive and festive Easter experience that would captivate and delight their customers, taking the familiar Easter egg hunt tradition to a new level. The goal was to breathe fresh life into this annual celebration, adding a twist that would intrigue shoppers of all ages and encourage greater engagement within the store.
The challenge was to design a virtual egg hunt adventure that took place inside physical Pick n Pay stores, hiding thousands of digital Easter treats for customers to find. This innovative approach aimed not only to spark joy but also to elevate the shopping experience by offering a substantial prize pool, adding an element of excitement and discovery to the typical shopping routine.
By combining traditional Easter fun with modern technology, Pick n Pay set out to create a memorable experience that would build brand affinity and leave customers with lasting positive impressions.
Design.
For this special event, we developed a one-day-only Virtual Egg Hunt experience across Pick n Pay Hypermarket stores nationwide, creating an interactive in-store adventure that harnessed the power of augmented reality. Using AR technology, we strategically “hid” virtual Easter treats throughout the store, accessible to customers via their mobile devices between 9am and 1pm.
Each virtual treat discovered in this time frame held the potential to translate into a real-life prize, making the hunt as rewarding as it was fun. Our design focused on ease of use, allowing customers to seamlessly engage with the AR features without complex instructions.
The excitement of uncovering hidden treats in an everyday environment brought a fresh layer of interaction to the shopping experience, enhancing the holiday atmosphere and driving foot traffic. This unique blend of digital and physical worlds gave Pick n Pay an innovative edge, setting a new standard for in-store events.
Deliver.
The Virtual Egg Hunt exceeded expectations, creating an unforgettable Easter experience that thrilled Pick n Pay customers and drove engagement with the brand. The event attracted enthusiastic participation, as shoppers eagerly searched for hidden digital treats around the store, bringing joy and fun to the retail environment.
With an impressive R500,000 prize pool, the event offered substantial rewards that heightened the sense of excitement and transformed a routine shopping day into a memorable celebration. This successful campaign demonstrated the powerful impact of augmented reality, showcasing how AR technology can effectively blend the digital and physical shopping experience.
By making the ordinary extraordinary, Pick n Pay not only delighted its customers but also positioned itself as a forward-thinking brand. The Virtual Egg Hunt provided a unique example of how brands can use innovative tech to enhance seasonal events, create meaningful connections with their customers, and drive brand loyalty.
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