60-Second Shopping Spree – Australia Post
Every year, Australia Post partners with the Online Retail Industry Awards (ORIAS) to sponsor one of its most prestigious categories: the People’s Choice Awards, voted for by Australia’s toughest critics – consumers.
For the 2018 awards, Australia Post came to us with the challenge to increase consumer votes by 20% and merchant registrations by 45%. To get anywhere near these goals, we knew that the standard gift voucher incentive offered in previous years wouldn't cut it.
Our solution? Tap into peoples’ wildest dreams of having free reign in a shopping centre, with nothing but an empty trolley to fill.
We brought a classic gameshow into the digital era in the form of an online shopping spree, where one lucky winner would have just 60 seconds to spend $10,000 on over 100 prizes across travel, tech, fashion, leisure and homeware.
How we did it
To give everyone a taste of the game, we created a ‘training’ version, which was unlocked to consumers upon casting their vote and entering the prize draw.
If the player tried to add an item that pushed them over the $10k limit, they were prompted to remove an item from their cart first – meaning that managing time and cart value was key to the player coming away with their favourite prizes.
The social intrigue and engagement created by the training game was immediate, with consumers using the Australia Post social pages to share player tips, prize dreams and results, and all crossing their fingers for their name to be drawn to play the ultimate 60 seconds.
2018 results
Consumer votes: 60% increase on 2017 and 31% above 2018 target
Merchant registration: 42% increase on 2017
And our shopping spree winner? She nailed it.
A new challenge for 2019
For the return of the ORIAS in 2019, Australia Post came to us with even bolder ambitions – to revamp the 60-Second Shopping Spree, tie it into their brand campaign ‘Everyone Matters’, and boost votes and registrations further.
Our challenge was to refresh the campaign without compromising the recognition and awareness generated in 2018. To achieve this, we created a new look and feel that felt fresh yet retained the campaign’s core visuals. We also crafted the content of our 2018 spree winner into engaging and impactful social video ads for Facebook, Instagram and Snapchat.
In line with Australia Post’s inclusive, people-focused brand positioning, we made one small but significant change to the spree gameplay. The user could choose to donate a portion of their spree fund to charity in return for 10 seconds of extra shopping time.
2019 results
Consumer votes: 41% increase on 2018 and 29% above 2019 target
Merchant registration: 11% increase on 2018