Thu, 30 Jan 2020 13:53:55 GMT
To promote its online grocery service, IGA is launching the ‘EMOJIGA’ campaign, an initiative created by Sid Lee. Until February 19th, people are invited to text combinations of food emoji to the bot in order to receive free items and much more when doing their groceries online.
“We focused on generosity, not only by offering dozens of free items, but also by having about a hundred different fun executions for this campaign,” says Carl Pichette, vice president, marketing and e-commerce at Sobeys. “We were attracted to the idea of turning the search for a good old promo code into a fun treasure hunt for our clients.”
“We believed that the campaign had to be interactive, whether people were interacting with the bot or not,” explains Étienne Théberge, copywriter at Sid Lee. “That’s why each execution calls upon people’s intelligence to find the right emoji combinations. That’s how we connect with the audience and avoid fatigue. And if a person decides to start engaging with the bot, it surprises them with gifts and contextual responses.”
The bot was created entirely and developed internally by Sid Lee. It was the result of a close collaboration between the creatives, the developers and the digital team.
“This is far from your usual bot that strictly provides information. We didn’t want to be limited by an existing system, so we created a functional bot from scratch that we could adapt to our team’s vision,” explains Caroline Royer, senior product manager at Sid Lee.
The bot is supported by display, online video, banner and social media executions to encourage people to text food emoji to 909090.
Client: Sobeys, Carl Pichette, Mathieu Hébert-Thompson, Mathieu Bourque, Alexandra Monti, Maxime Chamaillard, Catherine Gadbois
Agency: Sid Lee
Executive creative director: Alexandre Bernier
Creative director: Julie Desrochers
Creative team: Étienne Théberge, Francis Lévesque, Maxime Jenniss, Tanya Machado, Mathieu Bouillon, Alexis Caron-Côté, Félix Drouin, Paul Martel
Group account director: Geneviève Boulanger
Account director: Brian Feeny
Accounts team: Judith Dupuis, Catherine Lussier, Juliette Fillion
Strategy: Manuel Gobeille-Leblanc
Social media: Odile Archambault, Laurent Tremblay
Director, digital production: Guillaume Raymond
Product manager: Caroline Royer
Account services coordinator – Digital: Vera Barile
Developers: Nicolas Beaucage, Marc-Olivier Fortin, Kyle Serebour, Daniel Petitclerc
Dev ops: Alex Pilon
Media: Carat – Maryse Archambault, Mylène Fortier, Alexandra Bouchard
Categories: Retail and Restaurants , Food delivery platformSid Lee, Thu, 30 Jan 2020 13:53:55 GMT