As part of its ‘Pasta Loves Sauce’ initiative Barilla, Italy’s #1 selling pasta, wanted to extend its brand campaign to in-store shoppers across Singapore to demonstrate the versatility of its pasta and sauces, bring the brand to life in a fun and engaging way and ultimately encouraging sales. Teaming with Ksubaka and its network of 280 playSpots located in 140 FairPrice stores across the country, over 110k shoppers stopped to learn about Barilla during the one month campaign.
Ksubaka makes engaging interactive branded experiences that are fun, informative and rewarding. These branded experiences are displayed on its media network of touch screen playSpots, which are located in high footfall retail locations. All shopper activity is monitored in real-time giving unparalleled granular insight into the effectiveness of the campaigns.
For the Barilla ‘Pasta Loves Sauce’ campaign shoppers used a Pasta Recipe Finder designed by Ksubaka to discover different pasta recipes. Shoppers selected their preferred pasta cut, protein, and time they had for cooking the recipe. The recipe could then be sent to the their mobile via SMS, along with the ingredients list so they could go shopping. If they purchased a Barilla product they were entered into a prize draw to win spa vouchers.
“Barilla gave hundreds of thousands of shoppers their perfect Italian pasta recipe, through a fun and branded interactive solution; thanks to Ksubaka’s unique in-store experience! The campaign results are stronger than our expectations and rank high from customer interaction point of view and we are looking to build and extend our relationship with Ksubaka,”said, Gupte Nikhil, Managing Director – South East Asia at Barilla Group
The campaign outperformed all pre-campaign KPI’s engaging a large number of shoppers across the country and successfully raising Barilla profile in-store, especially with shoppers that prioritize high quality pasta.
“The Barilla campaign clearly demonstrates our ability to reach shoppers at mass scale in a very short period of time. Our irresistible, engaging and fun branded games offer a new medium for brands to connect with their target audience.” Said, Julian Corbett, CEO and founder, Ksubaka.
The campaign outperformed all pre-campaign KPI’s engaging a large number of shoppers across the country and successfully raising Barilla profile in-store, especially with shoppers that prioritize high quality pasta.