USP creates shopper experience promotion with gamification for Ricola
Everyone is talking about Ricola’s Original Herbal Sugar. The core message of the Shopper Experience Promotion—which USP was tasked with designing and implementing in select Migros stores—was that Ricola, with its wide range of products, has the perfect candy for every taste.
For the shopper experience promotion, USP developed a high-impact brand presence that focused attention on Ricola's wide range of products: a mobile shelf that impressively demonstrated Ricola's product diversity and acted as an eye-catcher at the POS thanks to the colorful packaging. At the heart of the presentation was an interactive game specially developed for Ricola and the activity, which the target group could play at the point of sale using innovative gesture control and thus discover the variety of the product range in a playful way.
A screen equipped with artificial intelligence (AI) to play the game formed the centerpiece of the Ricola shelf and generated interest and footfall at the stand. The brand presentation, designed with attention to detail, rounded off the experience. Strong visibility elements, high product pressure and suitable sales offers with discounts also ensured that the unique brand experience also provided the necessary sales pressure at the Migros POS.
USP was entrusted with the overall responsibility for the live marketing activation and was responsible for the idea, concept, development of the game and brand presence as well as for ensuring the logistics through to the professional overall appearance with trained promotional staff on the site.
Responsible on the client side at Ricola Schweiz AG: Andrea Goldberg-Bonetti (Partnership & Events Manager), Christian Fuchs (Senior Key Account Manager). Responsible on the agency side: USP Partner AG (concept & overall project responsibility for planning and realization), Sensape GmbH (game & hardware programming), Stammkraft GmbH (stand construction).
Picture credits: Ricola Group AG, USP Partner AG
