Biscuits have been an ever-present feature within travel retail’s confectionary sector; however, this category has recently been given the opportunity to create their own identity. The “Biscuit Bakery”, a concept initiated by Mondelez, is a platform to inform and excite shoppers across the world.
Mondelez approached Play with an opportunity to introduce this newly sought after category, in Stansted airport. The challenge was to deliver an engaging trial experience that promoted two brand leaders, Cadbury and Oreo, whilst maintaining a nostalgic association to a biscuit bakery.
Shopping is an essential part of a passenger’s experience. Passengers who are starting their holidays are able to utilise their time before flights, to relax and discover new brand experiences, this can lead to an increase in product engagement and sales.
Gamification is a rising trend that brands are utilising to direct consumer traffic towards their activation pop-ups. Through gamification, retailers can increase customer engagement, boost brand awareness and even shape customer behaviour. Gamification provides a cost effective opportunity for brands to invest in technology and innovation, providing consumers with a truly memorable retail experience.
We wanted to invite shoppers to team up with their favourite biscuit brand and play our bespoke digital air-hockey game, against their friends and family. In doing so we developed a Cadbury vs. Oreo experience, where shoppers were encouraged to engage a step further than just a free tasting trial.