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Get Free Groceries Using Emojis with IGA Online Campaign

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The online service launched the campaign with Sid Lee inviting people to text its bot to receive free food items

Get Free Groceries Using Emojis with IGA Online Campaign

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.

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Client

Client: Sobeys, Carl Pichette, Mathieu Hébert-Thompson, Mathieu Bourque, Alexandra Monti, Maxime Chamaillard, Catherine Gadbois

Agency

Agency: Sid Lee

Creative

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 platform

Sid Lee, Thu, 30 Jan 2020 13:53:55 GMT