Myer Easter AR Instore Experience
Myer is known as a retail destination for gift giving, particularly at key seasonal occasions such as Easter. Easter is typically a strong, but short retail period for Myer, and Myer wanted to extend this retail period but with good reason to keep engagement going with customers. Off the success of the Christmas AR experiential campaign (submitted for a Shop! Award 2019), Myer briefed us for another Easter themed AR experiential app to encourage customers to walk through the store and interact with what Myer had to offer as an extension of the Easter retail period. It was identified that parents/carers with children were in the shopping centres at cafes and play areas but weren’t necessarily visiting Myer.
The key objectives of the Easter AR activation were identified as:
• Entertainment for visitors
• Encourage path to purchase
• Reward the consumer
With the use of instructional POS across the store, the consumer was encouraged to download an app on their mobile devices to experience the activation. This message was communicated via multiple touch points in store such as floor decals, 18×24 posters and A3 posters. The Myer staff members were also briefed with the campaign and actively encouraging customers to use the app.
The app was designed with three main components:
Entertain – The Game : Bunny Bounce – Help the Easter Bunny collect all the eggs for Easter.
There were two levels to this game; Level 1 – collect 10 eggs. Level 2- collect 20 eggs. Once Level 2 was completed, the game could be played ongoing, outside of the store environment.
Path to purchase : Markers branded with Lindt and Hasbro and were only available in the corresponding areas. To progress in the game, both markers needed to be scanned.
Reward : Once both levels of the game were completed, an exclusive offer was revealed for Hasbro.