Client: M&C Saatchi (Woolworths & Netball Australia)
Industry: Retail
Key themes: Gamified engagement, Personalization, Loyalty
"The bespoke Hubs created through Komo gave us a perfect way to engage our sports audiences and educate them through fun and interactive games. The platform provides a great user experience and allows us to update content throughout the season. We have seen audiences return multiple times to engage with our content which shows the range of cards available to use and the Komo team are brilliant at helping bring it to life."
Claudia Haworth
Partnerships Senior Account Executive
M&C Saatchi Sport & Entertainment creates change for brands through people's passions. As the world's leading passion-marketing agency, they are a mixed bag of sports-loving, culture-seeking, trend-hunting, creative communications experts.
M&C Saatchi Sport & Entertainment helped Woolworths in their partnership with Netball Australia by using talent and ambassadors to amplify and raise awareness of their Pick Fresh Play Fresh campaign.
The Pick Fresh Play Fresh Hub offers a range of games and content that are aimed at leveraging netball talent to promote and focus on nutrition and healthy eating. The Hub utilises a combination of knowledge-based cards designed to educate kids on how to pick fresh and eat fresh before playing netball.
M&C Saatchi Sport & Entertainment used Komo’s Tap to Win mechanic to instantly award users with a $10 Woolworths eGift Card that can be redeemed online or in-store. At the same time, the mechanic educated kids who did not win with facts about various fruits and vegetables and their benefits.
Kids participated in various educational games on the Hub throughout the season to complete their Skills Card with hub badges, which could then be shared on social media and with friends.
Parents were also able to engage with the Pick Fresh Play Fresh Hub as they watched their kids participate in the NetSetGo program. Parents could upload photos and videos of their kids playing for their chance to be featured on the Hub and socials, while also going in the running to win prizes.
The Hub utilised the Woolworths NetSetGo ambassador Cath Cox to educate kids on how to help improve their stamina through a fun, engaging video quiz. After completion, kids would receive the Stamina Badge.
A fun and engaging memory game allowed kids to match images of fruits and vegetables in a given timeframe. After completing the game, kids would receive the Reaction Time Badge.
The True or False Swiper game educated kids on the correct amount of servings for various fruits and vegetables, and upon completion, kids would receive the Teamwork Badge.
The campaign collected over 2.5k entries, with 768 unique entries, showing that kids returned to the Hub to engage with multiple pieces of content, further educating them on how to pick fresh and play fresh. With a total engagement time of 5 days and 11 hours, the campaign allowed the Woolworths and Netball Australia brands to be shown to thousands of kids, while educating on the importance of fresh produce and a healthy diet.
Kids spent an average of 2m and 49s immersed on the Hub, learning about the benefits of eating healthy and the nutritional information of various fruit and vegetables.
Check out the cards they used below...
Want to see how easy it is to bring a game like this to life? Check out the Scratch and Win, Spin to Win, and Workflows Knowledge Base articles!
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