Sainsbury's: Collect For Christmas

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Campaign details

Brand: Sainsbury'sAdvertiser: Sainsbury'sAgency: Table19Country: UK

Campaign Overview

Counting Up to Christmas

Sainsbury's needed a slick and engaging way to encourage Nectar users to bank points and shop with the grocer for Christmas: gamification was the answer.

Strategy

While everyone else was counting down – and shopping around – until Christmas, the grocer's customers were busy playing Count Up to Christmas with Sainsbury's.

The initiative used goal-setting and gamification to tap into the audience's points-collecting mindset. Customers were known to be motivated by Nectar points, so were challenged to set a Christmas...

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