NOFRILLS Aisles of Glory Video Game 2022
CREATIVE CASE STUDY
It was time for a new theme for our video game, and while gaming can be a fun escape, in reality, it was a scary time for shoppers. Inflationary pressures and supply chain issues made had customers desperately looking for ways to reduce their bill. And while our business priority is to be THE value/low price grocery destination, a video game may seems a bit...frilly.
Three components to this campaign (game pre-promotion/game launch/promo event – sale) spanned across the following:
Owned channel (mail, text, website)
Paid digital
Social (paid, organic)
Flyer (print, digital)
Radio (in-store audio)
The Brief
Reinvent the NOFRILLS video game to solve a real customer problem, focusing on value, with a fraction of last year’s budget.
We used the momentum from our existing in-market value campaign (also created in-house), amplified it, and made it an extremely relevant story based on customer need. “Ways to save in every aisle” ties in seamlessly to the multi-aisle game structure, and the value messages (ways to save and earn) integrated easily into the game as levels, savings, or power ups. Customers learned how to save money in our stores while having fun. It was win-win.
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• $50-100K for game production
• $0 for creative production. -
24.84% increase in session time.
This significantly over-delivered the vendor KPI.Uptick in social chatter regarding ways to save at NOFRILLS.
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Increased vendor product sales. Increased customer awareness of “insulators” (ways to save) contributed to sustained sales performance.
Game Pre-Promo
Game Launch
NOTE: Name was changed prior to release
