Retailer EMTÉ was looking for a collectibles’ promotion combining a high educational and entertainment aspect to increase footfall and the average basket size. Ms. Yvette Florussen, Campaign manager Foodretail at Sligro Food Group Nederland B.V. states: “We were looking for a complete new promotion concept for EMTÉ Supermarkten dedicated to children aged 6 and older which had never done before in Europe.“
Boost Group therefore developed an innovative concept dedicated to families: Proefjeslab- science master. For every purchase of 10 Euro EMTÉ customers received 2 cards to collect with interesting experiments which children could do on their own or with the help of their parents. The science collection went along with a collecting book and three different experiment boxes. Additionally, the collection contained a contest for the young experimenters in cooperation with the NEMO Science Centre in Amsterdam.
In collaboration with “Stichting C3” – the Dutch foundation responsible for developing young talents in science – Boost Group developed and produced all campaign related contents, materials and games. Proefjeslab was in store at EMTÉ Supermarkten for six weeks in more than 130 EMTÉ stores in the Netherlands and rewarded their customers with more than 9 million flow packs.
Ms. Yvette Florussen, “Together with Boost Group we were able to reward our customers and increase footfall at the POS with a very interesting 360 degrees communication: testimonial of the campaign was for example the famous Dutch actor Pepijn Gunneweg. This was an exciting collectibles’ promotion welcomed by parents because of the added value on the science content we were able to deliver to the children.”