Client

Checkers

Country

South Africa

Year

2019

At UNGA, we know kids, so when Checkers wanted to surprise their shoppers once again, especially the little ones, we knew we had to come up with the most impactful idea.

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We turned Checkers stores into playful building block replicas.

‘They liked to build it,
build it!’

Great benefits for kids and strong emotional appeal for parents

1.4 billion people grew up playing with building block toys of some kind. So, it was hardly a surprise that the Little Checkers campaign was such a smashing success with both children and adults.

35 building blocks to collect and build a whole Little Checkers store

For every R200 spent at Checkers, shoppers would receive one flowpack with building blocks inside. A total of 35 packs could be collected to build a complete small store. Each pack contained a store unit (a mini till, freezer, shopping cart, mini products, shoppers, and store staff), stickers to complete the unit, and an instruction leaflet. Additional merchandise was sold separately. And for the biggest building block fans, they could buy a starter kit including extras such as a base plate on which to build the store, the logo, outside flags, trolley parking, store awning, and exterior walls as well as a branded delivery truck!

A powerful online and in-store activation to give the campaign a boost

The promotion was launched with powerful POS and in-store communication, immediately encouraging consumers to participate. A catchy TVC was also created for the campaign.

As for the online launch, a dedicated website including a 3D virtual store was created. Building tutorial videos were available to help shoppers build their little supermarkets, and an online competition was held to boost engagement further.

Building block toys: A timeless concept for kids to learn while playing

The loyalty campaign was a great source of entertainment for boys and girls, but this was not the only benefit. Little Checkers bricks are fun and reusable toys that can help parents spend time with their children away from screens. Blueprints were included in the starter pack to stimulate children’s minds while assembling all the pieces. This building activity is a great tool to help them develop hand-eye coordination as well as creative skills. They can learn how to build, measure and count, and how patience and teamwork can help you achieve great things.

Iconic international and South African brands gained considerable brand and product exposure by branding store sections, shelves, and mini grocery items placed throughout the little store.

Checkers has been collaborating with us on loyalty campaigns for several years. Together, we ran Little Shop in 2016, Little Shop 2 in 2017 and Little Garden in 2018. Little Checkers in 2019 crowns Checkers and UNGA’s journey of collaboration, rewarding shoppers once again with the freshness and innovation of a new and educational concept. The new pages filled in the “little” story helped achieve big results once more!

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Interested in our building-block toys? Want to discuss collectables for your next loyalty campaign?

Contact us

About Checkers

Better and better—this is what Checkers strives for on behalf of the millions of customers who’ve made Checkers a household name since 1956. They push boundaries that can be traced back to the launch of their maiden store in Mayfair, Johannesburg.

Operating in Africa, Checkers’ mission is to bring products and services to a market that delights in both quality and price, and they can do so thanks to a shared commitment with their customers. Checkers currently operates 270 Checkers and Checkers Hyper supermarkets in South Africa, Namibia and Botswana.

UNGA means
‘to play’

Play inspires us in everything we do. Our campaigns, our products, but also our environment and work dynamic. That is how we grow. We unleash our inner child to put smiles on millions of faces, all over the world.

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