Purina One

The Brief

Nestle briefed us to create a memorable, engaging and educational experience that would encourage cat-loving Sainsbury’s shoppers to:

  • engage positively with the Purina One brand experience
  • increase their awareness and understanding of the Purina One 3-week challenge (where cat owners would see a visible difference in just 3 weeks with Purina One, or get their money back)
  • purchase more of the product
  • recommend Purina One to their friends and family (fellow cat owners)

Purina One Case Study

Activation

Hyphen delivered a fun and immersive experience which tapped into shoppers’ sense of sight and sound. After a successful experiential tour in 2019, the team visited another 15 Sainsbury’s stores around the UK in early 2020. We worked with our internal insights team to target stores which over indexed on cat food sales, but under indexed on Purina One sales. This provided us with an opportunity to positively impact shoppers’ experience and enable them to make informed purchases after fully understanding the Purina One 3-week challenge.

The activation was centred around a modular stand made-up of an interactive counter, interactive wall and bespoke FSDU (free standing display unit). When pressed, the clever, touch technology (created by Novalia) played different cat noises, beats, vocals and strings enabling shoppers to ‘create a soundtrack’ that changed to represent each week of the 3-week challenge. Each panel across the wall educated shoppers on all the visible changes they would see in their cat including healthier digestion, shiny coat and bright eyes, and a great appetite.

The interactive countertop then tested shoppers’ cat knowledge in a quiz, asking them to answer a set of multiple-choice questions. Get it right – they heard a happy meow, get it wrong they heard a not so happy cat!

These two experiences combined enabled our team to educate and inform shoppers on Purina One and communicated complex scientific details in a fun, memorable and easily digestible way.

For those converted and ready to buy, the bespoke FSDU was on hand enabling them to easily grab a bag and pop it in straight into their basket. The FSDU even featured an electronic cat tail, truly bringing the Purina One experience to life for cat lovers!

Purina One Case Study

Alistair Burgess, Shopper Marketing Lead, Nestle Purina PetCare said:

“Hyphen activated an in-store experience to educate cat-loving shoppers on our Nestle Purina One ‘3-Week Challenge’. The industry’s first, ‘hands on’ experience tapped into shoppers’ sound, sight and touch senses, was fun and memorable!

 

It certainly got customers talking; ‘interactive’, ‘informative’ and ‘entertaining’ were just some of the words used to describe their experience.”

What customers said:

“I love the interactive wall, it’s brilliant”

“This is so interesting and scientific – you know your stuff! I will purchase this once my current food has run out – looking forward to seeing the changes in my cats!”

“I am going to give this a go. I love the science behind this and I am sure my cat will appreciate it.”

Highlights

  • 12:1 ROI based on our proprietary Brand Affinity Measurement (BAM) results*
  • +18 Net Promoter Score (NPS) on exit*
  • 76% increase in monthly share of wallet post activity*
  • 80% of stores saw an uplift in spend during the activation
  • 4,500 miles travelled
  • 5,810 customer engagements

*For more information on BAM, please get in touch or download our guide here.

Contact us to get more information!

Boutique experiential agency Bee rebrands as Hyphen


Boutique live events and experiential agency Bee, part of Omnicom’s Cosine Group, has kicked off 2018 with a complete rebrand – introducing a new name, logo and brand identity.

Bee is now known as Hyphen. The new name reflects its vibrant, creative proposition – to create connections for brands that cut-through the noise.