Devos & Lemmens, a Continental Foods brand, wanted to come up with a way to do something nice for consumers who choose to order Devos & Lemmens sauce in fries shops by creating more of a family experience like families get in fast food restaurants. We developed fun fry characters and integrated them into different games on a poster. The fries make the games come to life and add some personality to them. The funny details capture people’s attention for a longer time.
Through a partnership with Pairi Daiza, a fun contest was added to the activation: if kids colored in the drawing of fries visiting the zoo on the back and then returned the drawing to their fry shop, they could win family tickets for Pairi Daiza. Because they had to fill in some information, this allowed Continental Foods to track the number of people who were reached and to build a database of consumer information.
At the end of the year, Beiersdorf wanted to hold a fun contest for their consumers. When they bought 3 Hansaplast products, they could win tickets to 3 different Belgian theme parks: Bellewaerde, Walibi, or the Caves of Han. Since Beiersdorf wanted to please all their consumers with this promotional action, and not only those that eventually won a ticket, they also wanted to offer a premium which would serve as a support for the form people had to fill in to win a ticket. We created a book for them to please children of different ages: a hide-and-seek. The book contains 10 big drawings with many details and characters in which you have to find some specific characters. Because of the funny situations and humorous details, the book is also fun for older kids and adults.
The book was presented at different points of sales in displays for customers to take with them when they were buying Hansaplast products. Inside of the books, there were forms for them to fill in in order to win entry tickets. This allowed Beiersdorf to gather consumers’ information for their database. Beiersdorf obtained excellent results, the book fitted right in with their Point of Sales Excellence strategy and was received very well by consumers.