Scope of Project:
Coca-Cola Singapore were seeking to drive basket penetration of their portfolio in supermarket channel
Challenge: Basket penetration was lower than all other markets. Therefore, the client was aggressively pursuing a secondary display interruption strategy, at high cost, with little impact
Solution: By reviewing existing shopper& consumer insight and re-segmenting this by shopper mission we identified that basket penetration was high on ‘stock up shops and all penetration gaps were emergency or top up shops. However, basket weight was low on stock up shops.
The solution was to focus on stock up shops and drive basket weight activities (for example promoting across the NARTD portfolio)
Location: Singapore
Impact: Adjusting the strategy saw a 15% increase in total annual sales off a reduced promotional spend across the entire portfolio, delivering an ROI in excess of 1500%
Scope of Project:
Develop a growth strategy to drive dried herbs & spices penetration among young consumers
Challenge: Young consumers are digitally savvy but don’t know how to use herbs & spices. But online education for consumers alone wasn’t working.
Solution: Identified that while online education was key, there were also shopper barriers for first time shoppers:
– Price of herbs too high
– Shelf hard to navigate and intimidating
The creation of ‘trial packs together with recipes overcame these barriers.
Location: Singapore, UK, Australia
Impact: Category penetration among target group increased by 35% over 6 months with 15% of these being converted to regular long-term usage
Scope of Project:
A similar project to the last one and looking at the success of Heineken in Romania, Metaphor Media was asked to implement similar campaign for Tomi Ketchup in Carrefour in Romania
Challenge: Given the situation of Covid-19, it was not advisable and easy to run a traditional shopper & promotional activity. By doing so, we could have potentially people’s life in danger because of crowd and virus transmission.
Solution: Metaphor Media collaborated with our local partners to create a fun & unforgettable shopper & promo experience by utilizing their robotic marketing devices. Devices were installed in 30 different retail store with certain call to action.
Location: Romania
Retailer: Carrefour- 35 Stores
Duration: 14 Days
Impact: We saw 136% sales lift for the promoted SKU compared to previous 14 days.
We also saw 70% halo effect for the whole brand
ACO Street Runner For Comic Con
Scope: At the Middle East Comic Con 2020, we were asked to create an experience for the ACO’s customers in way that it translates into trendy looks but also help ACO translate shoppers into sales.
Solution: We gamified the Athlete’s Co (ACO.) brand by translating their trendy look and feel into a motion game. Participants took up the avatar of a street runner and raced through the streets of Dubai by night.
As visitors to the stand moved along with pre-determined motions, their onscreen avatar ran along the recreated familiar urban setting grabbing tokens and power ups disguised as Athlete Co’s shoes while simultaneously dodging obstacles.
The 90 seconds spent grabbing tokens ensured an immersive experience for visitors while serving as a hook to grab the attention of passersby. Successful participant used to get discount code of 25% spent online.
Location: UAE & KSA
Duration: 10 Days
Impact: Footfall at the activity stores increased by 12% and 7% impact on the e-commerce sales.
Experiential Activation-The New Mutants
Scope: Vox Cinemas Middle East tasked Metaphor Media to produce an activity that creates interest in people and also surprise them before the premier of the movie.
Solution:
For the regional première of the The New Mutants movie, we created an unmissable mirror using motion detector sensors technology that was placed in the middle of Vox Cinemas ticketing areas, just before the movie premiere of the much-awaited movie.
Visitors casually walked up to the mirror to check themselves out and take some photos, but little did they know that The New Mutant Mirror would take them by surprise
Location: UAE & KSA
Duration: 7 Days
Impact: Pre-premiere activity caused a buzz on social media and advance bookings of the movie increased by 25% during the activation time.
Scope of Project:
Because was asked to demo Gillette’s new top-tier razor in stores. An obvious problem though, is that sharp objects are vetoed for in-store demonstrations.
Men also don’t really engage with the shaving category. They’re happy with their disposables, so grabbing their attention was going to be a considerable challenge.
Solution:
Hello virtual reality… We created a ground-breaking VR experience that showcased the ProShield product benefits – from a new angle. The smooth action of the lubricated blades became a virtual roller-coaster ride.
The experience took consumers on an exhilarating journey, dipping them past an uncomfortable shaver using a disposable razor, and climbing up to see a content shaver using the new ProShield.
A close-up of a male’s face showing the effect of the razor’s unique lubrication strips ended the thrilling ’ride’.
Location: UAE, Pakistan & Northern Iraq
Duration: 10 days
AVERY DENNISON, X ASIA TROPHY TOUR
Category: International Roadshow.
Project: Avery Dennison X Premier League Asia Trophy Tour
About: To support Avery Dennison’s involvement in the Premier League as official shirt supplier, Metaphor Media produced a mobile pop-up kit and toured it to several event locations across China. The kit was built and activated locally through Metaphor’s trusted Asia activation partner.
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