Goodday, a cultured milk drink brand under Asahi Beverages Philippines with its distribution partner Universal Robina Corporation, has achieved unprecedented success with its recent connected packaging campaign, created in collaboration with the innovative technology studio Appetite Creative. The campaign, designed to deliver an engaging and interactive experience, has set new benchmarks in consumer engagement and data collection.
Campaign overview
GoodDay’s connected packaging campaign, accessible via QR codes on product packaging, invited consumers to participate in an interactive web app experience offering instant prizes. The standout reward was an all-expenses-paid trip to Japan for four, inclusive of round-trip flights, a four-day, three-night stay, a one-day tour package, and spending money. Additional prizes included GCash credits, a Nintendo Switch Lite, and GoodDay gift packs.
Key results
Nearly 218,000 unique visitors engaged with the web app and 8,200 emails were collected from participants. An average engagement time of one minute and six seconds was recorded.
– Available on GoodDay, 80mL and 350mL bottles across all flavors were distributed nationwide. Original flavor led with 48% of scans, followed by Strawberry (33%) and Mango (18%).
Executive insights
“The campaign was designed not just to reward our loyal customers with fantastic prizes, but also to engage them in a fun and innovative way,” said Hemalatha Ragavan, CEO at Asahi Beverages Philippines. “The data and insights we’ve gained will significantly inform our future marketing strategies and product development.”
Jenny Stanley, managing director at Appetite Creative, remarked, “This campaign is a testament to the power of connected packaging in driving consumer interaction. The results, particularly the high level of engagement and data collection, have exceeded our expectations and set a new standard for instant win campaigns.”
In-depth consumer insights
The campaign provided valuable insights into consumer behavior. The Original flavor received the highest engagement, with nearly half of the scans. Consumers demonstrated a strong inclination toward repeat participation, with many scanning multiple times in hopes of winning the top prizes.
The web app tracked real-time interactions, offering critical insights into buying habits, product preferences, location data, and social media shares—all while maintaining GDPR compliance. This extensive data set allows GoodDay to refine its marketing approach and deepen its understanding of consumer needs.
Prize breakdown
– Grand Prize: Three winners of an all-expenses-paid trip to Japan for four.
– Secondary Prizes: GCash credits worth P10,000 and P1,000, and a Nintendo Switch Lite.
– Additional Prizes: 50 GoodDay gift packs.
Campaign success and future recommendations
The campaign not only enhanced consumer engagement but also increased sales, with direct traffic to the web app showing the highest levels of interaction. Notably, some consumers purchased over 50 products during the campaign, driving significant sales growth.
“Connected packaging is rapidly gaining momentum, particularly in markets like the Philippines,” added Stanley. “This campaign perfectly aligns with the region’s appetite for innovative, interactive marketing approaches. Looking forward, we recommend further enhancing these campaigns with additional gamification and data collection to sustain and increase consumer engagement.”
The success of this campaign highlights the potential of connected packaging as a powerful tool for both brand engagement and consumer insight. As this technology continues to evolve, it will undoubtedly transform how brands connect with consumers in the beverage industry and beyond.
