Heysong Zoo Battles

Challenge​​

The well-known beverage company HeySong has 700 HeySong IoT smart vending machines across Taiwan, which all are key consumer touchpoints for the brand. HeySong, a hundred-year-old brand, hopes to deliver a modern consumer experience through IoT smart vending machines to demonstrate itself as a progressive brand that continues to keep pace with the times. However, even the Taipei Zoo with the highest density of IoT smart vending machines faces low usage rates. The main challenge HeySong faces with these IoT smart vending machines is how to draw consumers to initiate contact while driving brand preference and interaction.

Solution​​

Created 11 tailor-made edutainment, HeySong Zoo Battle, combining the characteristics of the zoo, 11 animals from 11 areas, using technologies such as acceleration sensing, distance sensing, brightness detection, gyroscope, and 360-degree environment on smartphones and linked with the official LINE account. A zoo educational adventure game with animals jumping out of the fence and appearing right in front of players. While visiting the zoo, visitors can also look for battle challenges at IoT smart vending machines. Enter the competition by scanning the QR Code shown on the IoT smart vending machine to battle with the animals in the area. The game utilizes the LINE platform to integrate, connect, and send rewards. After completing the game, you can immediately redeem HeySong beverages through digital payment at the IoT smart vending machine. While getting a drink, players can also gain knowledge and boost brand favourability.

Result

2022 Digital Singularity Awards 2022

- COMMUNITY AND INFLUENCER MARKETING / Best in the category

- BRAND EXPERIENCE AND PROMOTION MARKETING- Omni-channel experience / Gold

- BRAND EXPERIENCE AND PROMOTION MARKETING- Cross-media marketing / Silver

- BRAND EXPERIENCE AND PROMOTION MARKETING-  APP and Network marketing / Silver

- BRAND EXPERIENCE AND PROMOTION MARKETING- Best Promotion and Marketing / Gold

- E-COMMERCE MARKETING- Ecommerce marketing O2O / Bronze

- DIGITAL TECHNOLOGY- Digital Technology Application / Silver

2022《4A Creative Award》

- Retail Experience & Activation / Sliver

- Interactive / Bronze

- Digital Interactive / Bronze

2022《Brain》Excellence Agency & Advertiser of the year

- Best Retail Campaign of the Year / Silver