The Migros factories produce more than 10’000 different products inhouse. However many of the consumers are unaware of this fact. The challenge of this campaign is therefore, to raise awareness for the product range of Migros.
Raising awareness for the product range with a memory game.
In order to highlight the product diversity of Migros, Wunderman Thompson created a memory game “Merks dir”. Players could win prices with the total value of 100’000.- CHF to make the game more appealing. In the center were five times one hour long interactive Live-Shows on Facebook or YouTube. The candidates could either call or interact through Facebook comments. The more items the candidate remembered, the greater the price.
In total the five live-shows reached 936’508 people, while 149’443 User played the online-game during the three weeks of promotion. In total, 274 days were spent memorizing Migros products and 74’312 leads were created.
Mit fünf Live-Shows wurden 936'508 Personen erreicht. Davon haben 28'866 Zuschauer ins Live-Studio angerufen. Das Online-Spiel haben innerhalb von drei Wochen 149'443 User gespielt. Insgesamt wurden 74'312 Leads gesammelt.
Dialogue campaigns in e-mail-marketing and social media