Brand experience for Aquarius with gamification Recharge yourself with Aquarius

Aquarius from Coca-Cola is a mineral water in lemon and blood orange flavors that not only tastes good but also has great functional properties. With zinc and magnesium, the product covers over 30% of the daily requirement of minerals and gives the body back exactly what you lose in everyday life: Fluid and minerals. Aquarius is therefore not only an ideal companion in your free time, but also in everyday office life and ensures that you are always properly "charged".

In order to showcase this product benefit and bring it closer to the target group in a playful way with gamification, USP designed an interactive game, which it developed and implemented with its partner Sensape. Intelligent touchscreens with artificial intelligence (AI) enabled an innovative way of playing with gesture control, which simultaneously recognized important characteristics of the target group such as age and gender and interacted with the target group based on these. After an animation that showed how much fluid and minerals you lose throughout the day, the game followed, which immediately showed the solution to the problem: Aquarius, which gives you back this fluid and minerals. In the game, you then had to use an empty bottle to collect what belongs to Aquarius - and avoid what shouldn';t be in the bottle. The game was rounded off with photos with fun filter functions that could be printed out on site as a souvenir or sent by e-mail or text message.

The rest of the brand presentation was also fully aligned with the "Recharge" theme: from massage chairs for a short relaxing break, to charging stations for smartphones and laptops and practical power banks with various connections as giveaways. Perfectly chilled product samples at the promotional stand and at the distribution points rounded off the activation and provided refreshment and trials for the target group.

The results of the activation are impressive: over 4,000 game impressions and over 90,000 samples speak for a thematically appropriate and wide-reaching brand activation by Aquarius.

Briefing

Create a suitable brand experience for Aquarius that dramatizes the functional benefits of the product, generating as many product trials as possible.

Solution

"Recharge yourself" was the credo that ran through the entire campaign: via the communication at the stand, the activation game itself and the stand elements with massage chairs, charging stations for smartphones, tablets and laptops as well as the distribution of perfectly chilled samples from Aquarius.

Result

Over 4,000 game impressions and over 90,000 samples speak for a thematically appropriate and wide-reaching brand activation of Aquarius.