The Brief

To drive retail sales at Jasons Food & Living’s new supermarket in Causeway Bay with special offer coupons, using technology and creative flair for distribution - a giant interactive video wall. To appeal to Jasons Food & Living’s young, tech-savvy customers by giving them an opportunity to use smartphones to pick up bargains – and have some fun into the bargain. And to use the 'Wow factor' of the unique digital installation to gain as much press exposure as possible to promote the new store and its location. See landing page on: http://justpretendyouhavenotseenthis.com/SpikeAsiaAwards/Jasons.html

Describe how the promotion developed from concept to implementation

Based on Hanging Gardens of Babylon, solution was surreal riverside scene, populated by rabbits, fairies and giant ice cream cones! • Video wall plays interactive animations featuring Secret Garden design • Microsoft KINECT detects movements of customers who interact intuitively • Then, as QR codes appear on flowers and butterflies, customers use their phones' QR readers to ‘catch’ offers • No apps required! System works with standard QR codes which are converted into discount barcodes readable by till • Redeem discounts at checkout and save • New way to distribute discount coupons to the Connected Generation

Describe the success of the promotion with both client and consumer including some quantifiable results

More than 10,000 QR codes downloaded in the first two weeks alone! Plus broad media and blog coverage of the installation to coincide with the launch of the new supermarket, increasing awareness and emphasising that the new store offers a very special shopping experience.

Explain why the method of promotion was most relevant to the product or service

Interactive wall engaged with customers in-store, the environment where they are already committed to spending money. Installation allows the animations to be changed throughout different times of day and seasonal festivals, ie CNY, Christmas, Halloween. Coupons can be adjusted tactically to keep offers current and relevant to seasonal specials.