Bilka is Denmark’s only hypermarket. It has stores all over the country where you can buy anything you need - food, clothes, candy, even televisions and garden tools. Bilka sees itself as not just a retailer, but part of the entertainment industry. It wants to engage people in its brand. Pointvoucher’s task was to create something that could support engagement with the Bilka brand through entertainment, plus get new email permissions and drive traffic to stores.
The solution we delivered is a full blown game, wrapped in the entertaining tv-universe that most Danes are familiar with: Far til 14, or “Father of fourteen children”. The game was integrated with pointvoucher.com, where Bilka got its own branded voucher shop. In the shop, players can claim vouchers from Bilka’s suppliers or lottery tickets (show the Bilka voucher shop) in exchange for the time they spend playing the Far til 14 game. The game is marketed through Bilka’s owned channels as part of campaigns that were already running.
The results were amazing. The Far til 14 game hit the top of the charts in the Danish AppStore. The game has been well received since it was launched 1st of October 2016 and it still gets lots of downloads (+300.000). Most of them are from women (65%) but our tracking shows this has become a game for the whole family. People play for hours to get free stuff from Bilka. The billions of points earned are spent in the voucher shop and customers redeem the vouchers in their Bilka hypermarket (65%). The majority of the downloads (+300.000) were converted into email permissions (22% growth rate).
All in all, a pretty playful and entertaining marketing initiative for Bilka that’s been proven to drive traffic to stores.
Pointvoucher, Wibroe, Duckert & Partners & Copenhagen Creators.