Interactive shopping list
Barilla Switzerland has set itself the goal of remaining the "brand of choice" and to strengthen communication accordingly when making purchasing decisions. Together with the media agency OMD Switzerland, the focus was on a new mobile shopping feature, which Adello and Bring! have been offering on the Swiss market since this fall.
Thanks to an intelligent extension of classic mobile display advertising, FMCG customers in Switzerland and other selected European markets can take advertised products directly from the advertising medium to the Bring! Shopping app. Interested users are thus offered a direct interaction option with the advertised product for the first time.
The free, Swiss-developed Bring! App, facilitates planning and everyday visits to the supermarket. With a mix of shopping and productivity, users of this app can create personal shopping lists on their smartphone, tablet or smartwatch, share them with others and thus plan grocery shopping together. For FMCG advertisers like Barilla Switzerland, such an app, in combination with the services of Adello, Switzerland's largest mobile advertising specialist, offers new opportunities in mobile marketing.
Barilla, in collaboration with its media agency OMD Switzerland, took advantage of these various benefits this fall and became one of the first advertising clients in this country to rely on this novel concept.
"The opportunity to explicitly draw the attention of the growing number of Bring! users in Switzerland to explicitly draw attention to our Barilla pasta when they create their shopping lists using defined keywords and targeted mobile display advertising prompted us to test this innovative marketing concept. We discovered the benefits of mobile advertising for our marketing early on. With the combined use of in-app marketing and leads through mobile display ads, we generated over 2,000 orders within the Bring! Shopping app, says Sandra Payer-Schmid, Marketing Manager, Barilla Switzerland.
The campaign was commissioned by Barilla Switzerland (responsibility: Sandra Payer-Schmid, Marketing Manager), planned by OMD Switzerland (responsibility: Patricia Purice, Digital Manager OMD) and implemented by Adello (responsibility: Sandor Lacko, Country Manager Switzerland) and Bring! (responsibility: Dominic Mehr, CCO & Founder) between the beginning of August and the end of October 2016.
The free app Bring! makes everyday visits to the supermarket easier by allowing a user to create, share and check off their personal shopping list. FMCG advertisers have the option to add a branded product icon to the Bring! product catalog. To make it easier to find the branded icon for the active Bring! User Base, the icon is enriched with up to three matching keywords. The user will see the icon whenever he is in the corresponding category within the app (for spaghetti, for example, under cereal products) or when he types one of the defined keywords into his shopping list (e.g. pasta, tomato sauce, Barilla). The user now has the option of clicking on the "sponsored product", which immediately lands the product on his personal shopping list. This action is evaluated as an order/lead, as experience shows that a purchase from the shopping list is very high.
To promote the branded product sponsorship outside the app, a complementary mobile advertising product was developed in close cooperation between Adello and Bring! The "Bring! Add-On" was specially designed for FMCG customers and offers all active Bring! App users a direct deep link from the ad to the Bring! -shopping list.
After clicking on the advertising material, the advertised product is added directly to the shopping list in the app for all Bring! users directly on the shopping list in the app. The next time the smartphone is used to make a purchase, the product is already prominently displayed in the Bring! shopping list. If the user has not installed the app, he or she lands on an alternative landing page requested by the customer.
