Coundco: Underground trail developed for Valora

In the cross-media POS campaign, commuters scan QR codes at three of the new points of sale to win an instant prize that can be redeemed directly on site. The underground trail is consistently designed for commuting mobile users with QR codes, a mobile landing page and mobile couponing.

The cross-city link at Zurich main station is served by the new Löwenstrasse station. This not only offers commuters a direct connection but also provides them with the most important everyday necessities. Valora opened six new outlets in the new Löwenstrasse station last Monday: Two K Kiosks, one Avec, one Spettacolo, one Spettacolino and one Le Crobag

Cross-media POS communication

Coundco and Valora have jointly developed a QR code scavenger hunt entitled HB Underground Trail, on which commuters can discover these new points of sale and win attractive prizes worth CHF 50,000 between June 16 and 29, 2014.
The user journey links the offline touchpoint with the customer at the POS with the social media presence of the sales concepts: customers are given flyers in the sales outlets asking them to scan QR codes in three of the six new Valora outlets. After each scan, the user lands on a mobile landing page on which the user's scans are tracked via Facebook Connect. After the third scan, the user is asked to recommend their preferred location on Facebook. This Facebook share spreads the new locations via the participants' private social networks.

The share is also counted as a definitive entry into the main prize draw and is additionally rewarded with an instant prize, which is displayed as a coupon directly on the user's mobile phone. The user can collect the instant prize directly from the point of sale. The purchase of the instant prize is confirmed by the sales staff with a simple click on the user's smartphone.

Mobile development with optimized sharability

Since QR codes are scanned with smartphones, Coundco consistently developed the landing page as a shareness-optimized mobile page: The domain Trail.valora.com is optimized for sharing on Facebook, Twitter and Google+. When the URL is integrated into a tweet, a #TwitterCard is created that contains the Valora logo, campaign visual and text as well as a separately labeled URL. In addition, the campaign hashtag #HBUnderground is automatically included.

Responsible at Valora: Annette Bernasconi-Faivre (Web Manager), Dominique Bertallo (Marketing Spettacolo), Philipp Brühlmann (Brand & Product Manager OK.), Stephanie Fuhrer (Marketing Avec.), Caesar Lombard-Martin (Marketing K Kiosk), Dominic Stöcklin (Corporate Communications), Larissa Walther (Marketing K Kiosk). Responsible at Coundco:
Tobias Stahel (concept & project management), MarieSophie Pascher (design), Theo Gutmann (web development), Pascal Howald (shareability & tracking).