Project Overview
Boost has always been a cheeky, fun and forward thinking digital brand and they wanted to create a fun way for their customers to engage with the brand and so Free The Fruit was born. In just 2 weeks, it achieved:
* #1 on the App Store for 2 weeks (Free Game)
* #2 in first weekend (All Apps)
* 4 million vouchers were made available to be won
* Almost 2 million games played
* 14 million minutes of gameplay
Campaign doubled to 8 weeks as a result.
Project Commissioner
Project Creator
Retail Zoo/Boost Juice & Millipede
Team
Retail Zoo/Boost Juice
Christian McGilloway – Creative Concept / Head of Digital
Lien Tran - Project Management
Adele Cross - Content Creative
Michelle Hardi – Designer, Animator
Edward Roche - Animator
Nikki Price - Marketing
Millipede
Wil Monte - Managing Director/ Creative Director
Zac Jacobs - Director of Business and Marketing
Patrick Toohey - Mobile Lead Developer
Vera Kung - Executive Producer
Joy Chen - Producer
Jarrod Cope - Senior Developer
Kalvin Luu - Senior Developer
Mark White - Art and Design Lead
Richard McBride - Senior Designer
Keith Crawford -Animator
Andrew Bowler - Animator
Project Brief
Boost Juice wanted to create a new way to engage with their core audience that was unlike their current platforms (social media, retail stores etc). The goal was simple, to create a game that embodied the Boost Juice brand and as a result engaged the brands core consumer for long periods of time.
It was also important to Boost Juice that the game would bring brand noise. This would be done by creating a game that was fun and cheeky, that people enjoyed playing and would carry a series of time sensitive discount vouchers they could increase not only help increase game play but also frequency into the stores.
By being able to engage with consumers via the game, Boost Juice knew that it would bring the brand to front of mind with its customers so that when they were looking for a healthy alternative when out and about they would think of Boost Juice.
Project Need
As a brand Boost Juice prides itself on the customer experience it offers in-store, however they wanted to bring this to life on a new platform different to that of Boost Juice’s current mobile ordering app and social platforms.
By creating a branded game, it would drive new and current customers to interact with the brand on a medium that was different to that of traditional marketing methods.
With traditional ATL media you capture the consumer’s attention for 30 seconds, so far the total game play on Free the Fruit is 14 million minutes, to have a consumer engaged with our brand for this amount of time is invaluable.
User Experience
For the success of the project Boost had to make sure that the game stood on its own and did not feel like a marketing game. Being a brand known for its variety of smoothies and options, it seemed only natural to create a game that heroes the fruit and hence Free the Fruit was born with Mango Man as the main character.
The game is cheeky in nature and asks of users to help Mango-Man free the fruit from Boost Juice stores around Australia. Along the way Mango-Man meets fruit-nappers like Ally Berry Bang (the Boostie) who are there to stop him from stealing the fruit Boost Juice needs to make the smoothies for its customers. After rescuing a minimum number of fruit players must then make the moral decision keeping the rescued fruit or blending them to a horrible death for a free prize.
By creating a concept that was fun and fictional but still bought the brand assets to life (including the brand founder as a fruit-napper), Boost Juice knew that they were giving players an experience that would only feel natural and not to branded, hence holding their attention for longer periods of time.
Project Marketing
As a new a marketing initiative that was different to the brand's usual marketing campaigns, Boost knew that the marketing methods would have to be different. The marketing strategies would aim to achieve game downloads, repeat usage and drive frequency into store.
In order to achieve these goals, Boost firstly created in-store POS on both digital screens and posters advertising customer’s chances to play and win. To further engage with current customers, Boost also handed out collectable cards with every purchase. Where you can meet the characters and fruit-nappers plus enter a daily bonus code for in-game power ups to help players beat each level.
Further to this, Boost knew its marketing methods had to be online/digital and engaging. Leveraging on their 530,000 Facebook followers first for the initial downloads and then creating lookalike audiences from those players to target non boost fans. This combined with omni channel marketing to their Vibe customers through email and users of their Boost App we reached our target of downloads extremely early.
In order to achieve continuous engagement, the offering of time-sensitive offers resulted in more than 2 million games being played totaling at 14 million minutes of gameplay in the apps first two weeks.
All communications heroed Mango Man and his objective to Free the Fruit from the Boost Juice stores. A variety of videos and still images were created to keep users engaged through social media for the 8 weeks of the campaign.
Project Privacy
By not requiring logins or the collection of personal information.
Tags
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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