Boost Group discovers nature for Coop
"Adventure Nature - discover the Swiss flora and fauna" is the name of the new collection campaign under the umbrella of the Coop sustainability initiative in collaboration with the WWF. Boost is running this promotion for seven weeks.
It takes place in all Coop supermarkets, Coop Megastores, Coop department stores, Coop Bau&Hobby, Coop restaurants and via COOP@Home.
The promotion is an innovative journey of discovery through the flora and fauna of the Swiss mountains, forests, meadows and waters. It consists of an album and 128 cards with different characteristics: Some glow in the dark or smell, while with others you can only see the motif when you warm them up with your hand or by rubbing them with your fingers. The connected app also allows children and their parents to immerse themselves in augmented reality and access additional content for most of the cards: Sounds, movies, picture galleries, craft instructions and experiments.
This multichannel coop promotion was developed in-house at Boost, as were all web-based and mobile solutions in the area of shopper activation promotions.
Helmut Träris-Stark, Marketing Manager and responsible project manager at Coop, explains: "The Boost concept is embedded in our sustainability communication. It is interactive, educationally valuable and yet playful. Children today learn in many different ways. Learning is more fun with the app - who doesn't like putting a brown bear on the living room table with their smartphone - and learning interesting facts in the process? We will be distributing an additional 10,000 complete sets to teachers free of charge via the Coop newspaper so that they can discover our animal and plant world with the children, integrated into their lessons. We are very pleased to be able to offer our consumers this fun to collect and play with."
Stefan Lindt, Director Collectibles' Promotions at Boost: "The concept, mechanics, production and logistics are all made by Boost. In addition to the collection, we have prepared some interesting surprises for this special Coop promotion, which will be handed out to children in the stores on Wednesdays. The focus is on experiencing our Swiss nature while playing."
The promotion is being advertised by Valencia Kommunikation (Werbewoche.ch reported).
