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A proudly South African AR campaign
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Sea Monster helped drive Pick n Pay's collectables promotion to new heights with a fresh twist.
Following the enormous success of the first Super Animals campaign, Pick n Pay decided to follow up the campaign with Super Animals 2 featuring proudly South African animals.
Develop a fun mobile solution to engage customers around South African animals.
Pick 'n Pay created a new deck of 108 collectable cards featuring proudly South African animals including favourites such as 'The Big 5' as well as some new surprises.
To launch the new campaign, Pick n Pay were looking to create another digital companion with new augmented reality features and an exciting animal quiz.
Bringing local animals to life with AR.
We developed a gamified mobile solution where users can earn trophies and badges for collecting cards and engage with animated animals.
Intended to delight users and reward them for their engagement, the pack included two special cards to watch out for (the springbok card and the blue crane card - South Africa's national animal and bird), users would be able to scan the animals and bring them to life through augmented reality.
By complementing its traditional customer loyalty scheme by offering a digital layer of engagement, Pick n Pay was able to extend the brand experience, and created a powerful combination of intrinsic and extrinsic motivators to drive behaviour change.
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