Sea Monster Animation Logo

Pick n Pay uses tech to add value for consumers

Technologies such as augmented reality, virtual reality, animation and gaming can provide immersive experiences, giving brands an advantage in winning consumers’ hearts and minds.

Pick n Pay Supercards

Pick n Pay’s latest set of collectable Super cards focuses on the Proteas men’s and women’s cricket squad and the ICC 2019 Cricket World Cup. It uses technology in the form of a free interactive app to add value to the promotion. Because most consumers now own a smartphone, a free app is a cost-effective way to create a brand experience that will keep people entertained for hours beyond the few seconds offered by a television commercial.

Pick n Pay worked with local game development company Sea Monster. The key to creating a successful campaign of this nature is to create something that consumers actually want to download, says Jade Duckitt, creative director at Sea Monster. “We’ve gathered analytics on the number of downloads and hours of engagement, and these reflect that Pick n Pay’s customers really appreciate the additional aspect of the app,” she adds.

Technologies such as augmented reality (AR), virtual reality, animation and gaming can bring concepts, ideas and even sports teams to life in the consumer’s hands, creating an immersive experience that’s hard to beat, says Duckitt. “This gives brands an advantage in winning customer hearts and minds, and allows brands to use pertinent real-world events – like sports – to drive home their brand values, ethos and messages in a way that is seamless to consumers.”

In a climate where budgets are lean, technology offers a cost-effective solution. “For the production and placement cost of one 30-second ad, we have literally delivered hours of engaging, educational content that really drives brand value. Parents are struggling for good-quality digital experiences, and brands are increasingly realising how these can be used to drive their business goals, while at the same time delivering value to society. Banks, for example, could use games to drive financial education, empowering customers to make better decisions while at the same time growing their market,” she says.

Related News

The energy crisis in South Africa and the increased risk of a total grid collapse have brought forward some interesting conversations around alternative energy sources,and environmentally sustainable business and lifestyle options.

Big banks once had almost unmatched dominance over the global financial sector. It allowed them to build glittering skyscrapers as their headquarters and helped transform London’s Canary Wharf from disused docks into what is probably Europe’s preeminent financial hub. In recent years, however, that dominance has come under threat from challenger and neo-banks, as well as from innovative fintech startups.

In Africa, the internet economy has the potential to grow to $180 billion by 2025, or – 5.2% of the continent’s GDP. While digital transformation remains one of the continent’s foremost drivers of economic growth. Africa’s fintech sector, for example, has the potential to produce answers to many problems that Africans face, whether it be the continent’s low savings rate or the improvement of financial inclusion.