CONSUMER SERVICES
Team BigCity - September 1, 2025
Overview
Cadbury Gems partnered with the globally popular Jurassic World franchise to launch a campaign designed to excite kids and families. The objective was to boost sales in the impulse and kids’ categories by tapping into the popularity of collectibles, movie tie-ins, and gamified engagement. The campaign focused on driving repeat purchases, collectability, and stronger emotional brand connect through entertainment-led rewards.
Solution
BigCity created a multi-channel promo where every Gems pack carried a unique code. Consumers could enter these codes on a dedicated microsite or via WhatsApp to unlock Jurassic World-themed interactive experiences. These included AR filters, collectible digital cards, and instant-win prizes like movie tickets, gadgets, and toys. To encourage sustained participation, the more codes a user entered, the more rewards they could unlock — turning Gems into both a treat and an adventure.
Impact
The campaign delivered high levels of participation across kids and family audiences, driving repeat purchases and enhancing collectability. By blending fun, technology, and branded entertainment, Gems successfully positioned itself as more than just a chocolate — it became an engaging, interactive experience. The Jurassic World tie-in not only boosted sales during the promo but also elevated long-term brand recall among young consumers.
Our platform is designed to handle both, giving clients full flexibility. Our core B2B/Trade Loyalty programs are long-term strategies, often sustained for an average program tenure of 4 years, focused on building retention and maximizing partner lifetime value. However, we also execute short-term, tactical campaigns—or 'short-burst schemes'—such as scratch cards, lucky draws, and high-sales contests, to drive immediate spikes in sales or achieve quarterly targets.
Success is measured through a set of critical Key Performance Indicators (KPIs) tracked in real-time. These metrics cover two key areas:
1. Financial Outcomes: Tracking Sales Uplift (incremental revenue generated), Customer Lifetime Value (CLV), and Average Order Value (AOV) to ensure financial profitability.
2. Behavioural Metrics: Measuring Customer Retention Rate (or churn reduction), program Enrolment and Participation Rates, and the Frequency of Purchases to confirm that the program is successfully changing partner behaviour.
For well-designed and executed B2B loyalty programs, a strong return is primarily driven by:
• Retention: Significantly reducing customer or partner churn, as retaining a client is far more cost-effective than acquiring a new one.
• Incremental Sales: Ensuring that rewards are paid out only for performance that exceeds existing sales baselines, making the program self-funding based on growth.
• Wallet Share: Incentivizing channel partners to prioritize and sell a greater share of your products over a competitor's.
Our expertise spans a comprehensive range of sectors that rely on robust channel partner and trade networks for success. We routinely power campaigns for major brands in Automotive, FMCG, Retail, Consumer Durables, Building Materials (including cement, paint, and sanitaryware), Electrical Equipment (like lighting and switchgear), Oil & Lubricants, and Pharmaceuticals, Financial Services, Telecommunications, and Technology sectors. Essentially, any business that leverages a network of dealers, distributors, retailers, or third-party influencers—such as mechanics, architects, or contractors—to drive product sales can utilize our fully customized B2B loyalty solutions.
A promotech company specializing in tactical and loyalty campaigns, offering Retailer Programs, Influencer Programs, Distributor Programs, and Sales loyalty Programs. We leverage rewards, engagement-based technology, and loyalty strategies backed by AI and insights.
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