This year, Shoppers Drug Mart is celebrating 50 Years of being there for Canadians. And to commemorate this big milestone, Shoppers wanted to thank Canadians for being a part of those 50 years by having an in-store and online celebration complete with lots of specials and their biggest contest ever.
That’s where we came in. Trapeze created a destination where Canadians could interact and share their moments about how Shoppers helped them Look, Live and Feel Fabulous over the years. In August, we launched the first phase of this celebration with a video to help guide customers through the experience and encourage them to share moments they remembered when Shoppers was there for them.
Each moment helped populate a timeline showing how Shoppers was there for Canadians over 50 years. People could add to the timeline or view the timeline in different ways to see how their moment was connected to others.
The first phase helped created awareness for the 50th anniversary and the upcoming celebration. And for the actual celebration in September, we integrated two more components to the experience:
- Shoppers’ biggest contest ever, which included 50 Fabulous grand prizes and a partnership with ET Canada, who announced the winners. The online game component was developed by our friends at Launchfire.
- Anniversary specials – special offers from some of Shoppers 120+ vendors, as well as promotions held storewide.
But we didn’t stop there. We also created all the supporting digital material to help promote the 50.shoppersdrugmart.ca: a communication strategy across all of Shoppers media, which included onsite banners, email newsletters and display advertising.
The 50th anniversary hub is the cornerstone of the biggest marketing campaign in the history of Shoppers Drug Mart, and it has delivered record levels of customer engagement with one of Canada’s most loved brands. We all have our memorable Shoppers Drug Mart moments. When were they there for you?