FairPrice Xtra augments reality to excite young shoppers

To celebrate its ninth anniversary, homegrown hypermarket brand FairPrice Xtra sought to bring shoppers the delight of shopping as a family, starting with the ones who tend to hate it most—the kids.

The campaign ran from 17 March to 14 April and used augmented reality (AR) technology starring Xaver, FairPrice Xtra’s mascot, to engage and interact with both children and their parents in stores.

Various augmented scenarios teased kids into juggling vegetables, vacuuming, showering and taking a ‘wefie’ with Xaver, which families could print and take home as a keepsake.

The agency reports that more than 12,000 wefie photos were redeemed during the campaign period.

According to Shunichi Ogawa, president and CEO of ADK Singapore, the AOR for FairPrice:

We believe that ideas need to be powered by innovative technologies in order for us to keep our audiences engaged in a highly competitive retail landscape.

Watching the video, Ad Nut couldn’t help but smile at the reactions of passing shoppers. If there is one thing the campaign illustrated, it's how much more open children are to experiencing new things.

Improving in-store experiences has been a long-discussed challenge for the retail industry, and Ad Nut is convinced such activations are a step in the right direction.

Ad Nut would be keen to see how these interactive setups would evolve to become a more permanent feature for the hypermarket brand’s chain of stores.

CREDITS

NTUC FairPrice
Janet Lim, senior manager (Brand and Marketing)
Phua Hui Min, senior executive (Brand and Marketing)

Senior creative director: Ronald Wong
Art director: Andy Su
Creative group head/copywriter: Henry Lim
Account management: Yee Ting

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