Be what you want to be
A mixed-reality campaign that helped Jaffa sell like hotcakes.
McVitie’s Jaffa Cakes was set to launch its first TV ad since 2006, and we were tasked with bringing the creative message: ‘Be what you want to be’ to life online. Our approach was to create a seamless multi-channel experience that connected all creative. Powered using our pioneering tech, virtual tokens, we created a bespoke at-home augmented reality experience that engaged and rewarded ‘Jaffanatics’ in a brand-new way.
Solution: McVitie’s Jaffa Cakes was set to launch its first TV ad since 2006 with its new ‘Be what you want to be’ brand positioning. Our role was to bring this message to life digitally, with the objective of increasing brand engagement online, and driving in-store sales.
From the outset, our approach was to create a seamless multi-channel experience that would connect all the different creative channels. This was made possible using our pioneering tech, virtual tokens – a form of NFT. We custom-built a platform that connected the brand to customers via an innovative at-home augmented reality experience. And in a market-first, we integrated the redemption of virtual tokens received by participants using the platform across the four top grocer chains in the UK. All elements of the multichannel campaign lived on the platform, resulting in a cohesive and engaging digital meets real-world campaign.
Creating the connection: Using virtual tokens enabled us to build a platform that seamlessly connected all the creative elements, making for a truly multichannel campaign experience that saw Jaffa sell like hot cakes.
43k registered users
83% rate of engagement to redemption
60% user sign-up for future comms