Activate playfully and generate contacts Lead generation with gamification for EMIL Fröhlich

The smart refrigerator EMIL Fröhlich, an innovation from the SV Group, offers fresh and healthy employee catering around the clock. The fridge is regularly stocked with fresh home-made menus, bowls, snacks and drinks. The meals are conveniently removed from the fridge and paid for using a smartphone app. An ideal solution for companies with 50 or more employees or companies whose employees are on duty 24/7.

On behalf of EMIL Fröhlich, USP designed and implemented a brand activation for the "Assistants'; day" trade fair, which took place on 8 September 2021 at the Kongresshaus Zurich, with the aim of generating leads. In keeping with EMIL Fröhlich's smart fridge, USP used a digital activation concept with gamification: an entertaining memory game in which visitors had to combine the right pairs of images of deceptively similar bowls from the EMIL Fröhlich range in the shortest possible time. The incentive for taking part was the chance to win an EMIL fridge for 3 months worth over CHF 6,000 and other attractive prizes.

The playful activation, which was accompanied by a trained promoter from USP to address and encourage the target group to take part, ensured a lot of footfall at the EMIL Fröhlich stand, informal infotainment at the stand and provided the perfect transition for a subsequent consultation on EMIL Fröhlich and the many advantages of the SV Group's innovative product. In addition, participation in the game and subsequent registration generated numerous valuable leads for EMIL Fröhlich, which can now be followed up in a targeted manner after the trade fair.

The memory game realized by USP with its gamification partner Brame AG was then integrated into the EMIL Fröhlich website in the coming weeks in order to generate further leads from interested parties for the smart refrigerator in a playful way.

Briefing

Appropriate on-event activation for frequency, entertainment and lead generation.

Solution

Gamification concept with a simple but entertaining game that could be used both on-event and online before and after the event. Game design completely implemented in the brand CD and full service as part of the organization and implementation on event - including personnel support.

Result

200% target achievement in terms of the number of leads generated in a target/actual comparison.