Nestle briefed us to create a memorable, engaging and educational experience that would encourage cat-loving Sainsbury’s shoppers to:
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!
“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.”
“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.”
*For more information on BAM, please get in touch or download our guide here.