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The prize fighter who won
Rimi is fighting a battle in the low-price segment. In a tough competition, they received good help from a mobile campaign on db.no.
Craft was behind the idea and production of the "Price fighter" for Rimi, which was launched in collaboration with IUM on Dagbladet mobile. The target group was families, and the aim was to engage them in an activity that strengthened Rimi's position as a discount chain.
- "The price fighter helps us consumers to ensure that we always get low prices at Rimi," says Henrik Staib, Strategic Customer Manager at Dagbladet.
Mobile game
On db.no on mobile, readers could take part in a mobile game where they competed against prices. They started the game in an advertisement and then had to catch prizes that appeared on the editorial page. The more prizes you collected, the better your score and the greater your chances of winning.
Lars Istre at IUM believes that mobile is very suitable for this type of activity.
- "Mobile is obviously one of our most used screens these days, and we know that a very common behavior is to use mobile to pass the time. Whether on the way home, on the sofa etc. That's where solutions like this fit in really well. At the same time, it's quite easy to create a game and give away something that creates engagement. The difficult thing is to create a game that is about the brand's premises. Namely, playing a game that fights against prices," says Istre.
High engagement
The mobile campaign produced tremendous results.
- Measurements taken after the mobile campaign show a marked increase in the amount of time spent on RIMI and a high level of engagement with the character "The Price Fighter". The mobile banner generated a CTR of almost 0.9% - which is very good," says Staib.
The mobile game was started over 46,000 times, and 31,000 of the participants completed the entire game. This means that 66.7% of those who started the game stayed until the game was finished and they landed on a registration page.
Lars Istre at IUM is very pleased with the collaboration with Dagbladet on the Rimi case:
- "As always, it was a pleasure to work with them. They have good implementation skills and, not least, they understand what it takes to really make things happen.
For more information about the Rimi case or other mobile opportunities, please contact Henrik Staib , Strategic Account Manager, at Dagbladet.
