Title | COLES LITTLE SHOP |
Brand | COLES |
Product / Service | COLES APP |
Category | C04. Co-creation & User Generated Content |
Entrant | COLES GROUP LIMITED Victoria, AUSTRALIA |
Idea Creation | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Production | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Post Production | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Lisa Ronson | Coles Supermarkets | Chief Marketing Officer |
Michael Laxton | Coles Supermarkets | General Manager Brand & Media |
Alicia Verstak | Coles Supermarkets | Head of Digital Marketing |
Adrian Mills | Deloitte Digital | Creative, Brand & Advertising Partner |
Matt Lawson | Deloitte Digital | Chief Creative Officer & Partner |
Adam Sandler | Deloitte Digital | Partner |
Adam Burnell | Deloitte Digital | Director |
Rich Lockrey | Deloitte Digital | Director |
Gustavo Vampre | Deloitte Digital | Creative Director |
Aaron Bethune | Deloitte Digital | Copywriter |
Kyle Lotherington | Deloitte Digital | Designer |
Daniel Cheong-See | Deloitte Digital | National Creative Director |
Paul Stapelberg | Deloitte Digital | Delivery and Engagement Manager |
Narkisska Spruce | Deloitte Digital | Delivery and Engagement Manager |
Cameron Owen | Deloitte Digital | Game Developer/ Programmer |
Stephen Williams | Deloitte Digital | Game Developer/ Programmer |
Tylah Heil | Deloitte Digital | Game Developer/ Programmer |
Rob Caporetto | Deloitte Digital | Game Developer/ Programmer |
Leigh Mannes | Deloitte Digital | Game Developer/ Programmer |
James Itliong | Deloitte Digital | Game Developer/ Programmer |
Andrew Tesdorpf | Deloitte Digital | UI Designer |
Sean Maney | Deloitte Digital | UI Designer |
Jenna Smith | Deloitte Digital | 3D Modeller and Animations |
Nic Gomez | Deloitte Digital | Game Design |
Jack Gillespie | Deloitte Digital | Game Design |
Seira Ooi | Deloitte Digital | Business Analyst |
Pamela Cotes | Deloitte Digital | User Testing Facilitator |
William Pan | Deloitte Digital | User Testing Facilitator |
Tanvir Chowdhury | Deloitte Digital | Backend/ Cloud Developer |
Andy Yang | Deloitte Digital | Penetration Tester |
Michael Di Camillo | Deloitte Digital | Performance Tester |
David Mitchell | Deloitte Digital | Performance Tester |
Swapnil Sharma | Deloitte Digital | Playstore/ Apple Connect SME |
Bradley Clayton | Deloitte Digital | Playstore/ Apple Connect SME |
Sameer Sangawar | Deloitte Digital | Playstore/ Apple Connect SME |
Isabelle Scharp | Coles Supermarkets | Digital Marketing Manager |
Lauren Whitelock | Coles Supermarkets | Digital Application Manager |
Lauren Whitelock | Coles Supermarkets | Digital Application Manager |
Jacob Toy | Coles Supermarkets | Senior Digital Analyst |
Laila Coulton | Coles Supermarkets | Delivery Manager UX & A11y |
Andre Skupin | Coles Supermarkets | Senior UX Designer |
Melanie O'Brien | Coles Supermarkets | Senior Accessibility Analyst |
Emma Jansons | Coles Supermarkets | Senior Digital Marketing Manager |
This isn't just one direct experience. This idea brought to life 30 of Coles Supermarket's biggest selling brands to create a collectable, playable and shareable brand experience unlike any the market had seen before. And the experience was so enjoyable, that 65,000 user generated experience sessions were shared via social channels, reaching millions of people.
For years, the Australian supermarket category has been dominated by a price war—with Coles racing to edge out the competition. So instead, we decided to create a non-price point differentiator: a virtual AR dancing game featuring our products, with levels that were unlocked by buying our products.
Introducing Coles Little Shop 2: The Game. A first of it's kind augmented reality dancing game, where you play as one of 30 branded characters that can only be unlocked if you spend over $30 in-store at a Coles Supermarket.
Using 3D object recognition and AR technology, customers could scan physical miniature Coles collectibles—earned by spending $30 in-store—with the Little Shop app, unlocking a new character and new dancing level. Each level was a mini-game that let players dance with their characters and Little Shop miniature products. They could then share their high scores and video content directly to social media—creating thousands of unique ads for Coles products—as well as keep track of their unlocked collectibles in the virtual Coles catalogue.
In an increasingly bitter price war amongst supermarkets, the Little Shop App created an incentive for customers to keep coming into Coles—by replacing in-game purchases, with in-store purchases. Through our use of AR and object recognition, we gamified our own catalogue, leveraging Australia's newest favourite characters to keep top products top of mind. And in a market that's constantly vying for media space, we turned our players into content generators who produced and shared over 65,000 unique ads with their friends.
Australians loved getting down, sharing their user generated content and then heading down to their local Coles supermarkets with: - 9 million products unlock in-game, - Over 3.5 million minutes played, - 350,000 downloads - Over 65,000 unique user generated videos shared onto social media. We also reached #1 in the Free Games category of the App Store.