Client

“Pyaterochka” is a Russian convenience store chain operated by X5 Retail Group. In December 2019, the 15,000th supermarket of the chain was opened. As of December 31, 2019, the Pyaterochka retail chain has 15, 354 stores. In 2019, the second renovation program was launched and as the result the “fresh” category was almost doubled and it occupied about half of the sales area; a large variety of ready-prepared (food-to-go and ready-to-eat) products is presented, in the center of the sales floor there is the stores personal bakery and baking department, there‘s also a separate, fully-equipped area with a coffee machine and freshly squeezed orange juice where you can also charge your gadgets. In 2019, Pyaterochka received the Best for Life Design Award in the Retail Architecture and Environment Design field in the Convenience Store category, as well as the 2019 Innovation Time award in the Best Innovation Implementation Project in the Trading networks category.

Challenge

The development of a combined loyalty program mechanics with a unique interactive solution to complement the gamified collectible model for the federal marketing campaign “The Trollemendous Tour”, well timed to the release of the “Trolls World Tour ” animated film.

Solution

A mobile application “Trolls. Karaoke” was created in support for the federal campaign jointly with the Pyaterochka network. According to the terms of the promo, from March 17 to May 4, 2020 for every 555 rubles in the check, Pyaterochka’s customers received a card with a 3D effect depicting the heroes of the film. The complete collection of offline content consisted of 24 Troll gift cards. There was also created a special album to store the gift cards alongside with a themed board game.

The amount of online content available to the user depended on the amount of collected cards. “Trolls. Karaoke ” application contains the elements of augmented reality that allow the user to scan the down side of the card and get access to karaoke tunes of famous European and Russian hits. In the application, you can sing karaoke, record videos of your performances, apply different Troll AR-masks, save these videos, share them on social networks, challenge your friends to karaoke battles and receive prizes.

Impact

In the first few weeks after its release, the application immediately rose to the top and was ranked first in popularity and downloads on Google Play among free applications (according to AppBrain) and second in downloads in the “Free” category by owners of all operating systems (according to AppFollow).

COMPANY: Yode