ZP+ WALmart
FULLY INTEGRATED CAMPAIGN
THE CHALLENGE:
Increase downloads of the ZP App converting users by competing in a “ZP Challenge” entering them for a chance to win $15,000.
THE SOLUTION:
Our team decided to provide an opportunity for business-owners across the town to highlight healthier life choices, providing small business with Toolkits to participate as stops on the “game-board”. Users could share their healthier choices via QR code to add to their ZP score. Additionally, we ran three :15 spots to run in movie theaters in the Month of March to generate awareness. Lastly we geo-targeted a digital/social campaign to re-enforce the 3-month challenge.
Small businesses who chose to opt into the ‘Play Muskegon’ ZP Challenge were mailed game boxes with information pamphlet, posters that define their ‘better choice’ and stickers + pins for participating customers.
GIFs of the larger :15 spots were made and released to tease the ZP challenge. A targeted digital banner campaign and three :15 trailers ran before select movies in town.
ECD: Josh Greenspan
AD: Hera Yeung
Senior Designer: Tim Ferguson
CW: Stephen Girasuolo
Account Dir.: Courtney Griffin
PM: Emmaline Northcutt