Findus wanted to break the shopper's autopilot at the freezer cabinet – a part of the store where it has traditionally been hard to stand out. The solution was a "phygital" campaign where analogue and digital went hand in hand.
"We wanted to test something new that grabbed attention and stood out compared with what we usually do, to break the shopper's autopilot," says Sara Badman, Trade Marketing Manager at Findus.
"We chose a hybrid campaign solution to create extra attention in a part of the store where, for natural reasons, there are limited opportunities to stand out with eye-catching displays – namely the freezer," explains Sara.
The campaign was built with Clearon's Interactive Activate service. Shoppers could photograph their receipt and compete for an air fryer, while QR codes at the freezer cabinet offered 50 free samples a week.
"The QR code solution meant we got a digital presence in the physical store too," says Sara.
"We know there are fewer impulse purchases at the freezer cabinet than elsewhere in the store," notes Sara – which made the extra attention all the more important.
"Our collaboration with Clearon has worked really well. They're easy to get hold of, and working together is smooth, fast and simple," says Sara Badman.
The campaign showed that even the most challenging store environments can be activated with the right combination of physical and digital exposure.
By combining physical and digital activation, Findus dared to break the pattern in a store environment that rarely changes.
The digital presence at the freezer cabinet created a point of interaction where it is otherwise hard to stand out.
By targeting the campaign specifically at the freezer cabinet's challenge of few impulse purchases, the effect of every touchpoint was maximised.
