Thu, 09 Dec 2021 09:24:39 GMT
600,000+ Ocado.com customers will receive an early Christmas present this week in the form of a personalised video summarising their year in shopping with Ocado. Stink Studios is behind the creative and delivery of the MyOcado2021 campaign, using the online supermarket’s current brand platform, There’s an Ocado Just for You as the core concept to deliver customers a Christmas advert Just for Them.
Each film, which varies in length of up to two minutes, summarises the customer’s year in shopping with Ocado, their top purchases and how they’ve helped contribute to Ocado’s sustainability mission.
Sustainability is a key priority for Ocado Retail which is a central part of the campaign. Within each video, customers will learn about Ocado’s progress as it strives to become the UK’s most sustainable grocer.
Just this year, Ocado redesigned its Own-Range packaging to eliminate 65 tonnes of plastic, 18 tonnes of virgin plastic and 10 tonnes of paper, whilst also becoming the first supermarket in the world to have a net zero HQ. The online grocer will also donate over £8 million to its partner charities, made possible by donations from customers via the You Give We Give scheme. Ocado matches each donation pound for pound, donating the total to Fare Share, The Community Shop and The Felix Project. And, throughout 2021 so far, Ocado has recycled over 100 million carrier bags through its closed loop recycling scheme.
Stink was brought on board to help create something personal for Ocado customers this festive season, rather than a Christmas TV advert. Stink came up with the creative concept and helped deliver the videos, creating a fictional “Good News” channel with a charismatic Ocado delivery driver playing the news anchor, delivering good news this Christmas.
Launching today, 9th December, all Ocado customers with five or more deliveries in 2021 will receive an email directing them to www.good.news.ocado.com containing their bespoke film and a series of between five and eight assets they can share on social media, should they wish to. Overall the 600,000 personalised films and 3.5 million social assets took less than 48 hours to create thanks to Stink Studios proprietary automation video platform, RITA.
Laura Harricks, chief customer officer at Ocado Retail says: “After the success of our personalised customer videos last year, we’ve made this year bigger and better, with a clear focus on sustainability. This year’s videos highlight how our customers have contributed to making us a more sustainable business through minimising food waste, participating in our closed loop carrier bag recycling scheme and donating to our partner charities that we match pound for pound.
“It’s been a joy to work with Stink Studios for a second year, their ability to fuse creative thinking with technological craft is second to none. Together, we hope that each video brings a smile to our customers’ faces as we take a look back at how they’ve shopped over the past year. The videos aim to show that there really is an Ocado Just for You.”
The campaign was supported predominantly by personalised email activity. However multiple digital channels were used for maximum reach including paid and organic social, on-site pop-ups and banners. The campaign was even brought out of home with stickers on a select few Ocado vans - keep an eye out for the News anchor on an Ocado van near you!
Cameron Temple, executive creative director at Stink Studios says: I’m thrilled we’ve partnered with the lovely people at Ocado for a second year running. When delivering personalisation at this scale, it’s really important our tech solution remains invisible and that’s certainly the case with this campaign. The narrative, charm and craft really comes through and we can’t wait to see people's reactions on social media.
Categories: Online retailers, Retail and RestaurantsStink Films, Thu, 09 Dec 2021 09:24:39 GMT