Gamification in retail | Interactive installation for Zespri's “Make a healthy choice” campaign

Interactive activation in shopping malls

Zespri, in collaboration with the agency GroupM, was looking for an innovative solution to reinforce its brand positioning and generate engagement with its public at the point of sale.

As part of the “Make a healthy choice” campaign, the activation aimed to raise awareness of the importance of making small daily decisions that contribute to wellness, transmitting the values of health, sport and entertainment associated with its product.

For this, an interactive installation was designed using our FunMirror, combining the use of a vertical screen and a kinetic camera. DeuSens was the studio selected to develop this technological experience, creating an activation that attracted numerous participants in the Diagonal Mar shopping malls in Barcelona and Xanadú in Madrid.

Endless Runner: Interaction and motion control

The first part of the experience consisted of an endless runner video game in which users took control of one of the two kiwis, representative characters of the Zespri brand, where participants had to move physically to move forward, collecting slices of Zespri kiwis while avoiding obstacles in a virtual kitchen. This dynamic course reinforced the message that every little healthy choice counts. 

Thanks to the integration of a kinetic camera, the system detected the user's body structure and movements, transferring them to the screen to allow players to avoid obstacles and collect power-ups by moving and jumping with the goal of staying in the race as long as possible to obtain the highest score, generating a fun and dynamic experience that encouraged participation and personal and collective challenge.

Augmented Reality to generate UGC content

At the end of the game, users had the opportunity to take an interactive photo with the Zespri kiwis. Using Augmented Reality technology, up to two people could pose while the virtual characters appeared integrated into the image, perched on their shoulders.

To maximize the reach of the experience, each participant received a QR code with which they could download the photo to their device and share it on social media. This functionality not only increased the reach of the campaign, but also generated high-value UGC content, amplifying the impact of this marketing action.

Results and benefits of interactive activation

The installation was implemented in two shopping malls with significant footfall, capturing the attention of numerous visitors during the activation days. The combination of immersive technology and gamification allowed Zespri to connect with its audience in an innovative way, reinforcing its brand identity and its association with values of healthy living and fun.

The final figures for the “Choose Healthy” campaign were as follows:

• More than 14,000 visitors to the Zespri stands. 
• Almost 14,000 product samples distributed. 
• More than 2,000 participants in the game experience and the final photo.

The feedback received was very positive, highlighting the ease of use, the originality of the experience and the attractiveness of the augmented reality photography. In addition, the generation of content on social networks increased the visibility of the campaign, consolidating Zespri's branding strategy in the digital environment.