Ocado.com customers are today being sent a personalised, animated mock news report of their top purchases of 2021.
Some 600,000 customers are being issued the “early Christmas present”, which includes a percentage breakdown of categories bought, their top buys, how they compare to other customers in their region, and the products they were among the first to order.
The animated video – which runs up to two minutes – was created by creative agency Stink Studios. It will be sent by email to all Ocado customers with five or more deliveries in 2021.
The email includes a series of between five and eight assets customers can share on social media, should they wish to.
The video also covers how much customers have contributed to Ocado’s sustainability efforts with a count of orders made from Ocado’s Eco-shop, which launched in July last year.
Ocado said the personalised videos will run instead of a Christmas advert this year. It is the second year Ocado has sent out personalised videos to customers.
“We’ve made this year bigger and better, with a clear focus on sustainability. This year’s videos highlight how our customers have contributed to making us a more sustainable business through minimising food waste, participating in our closed loop carrier bag recycling scheme and donating to our partner charities that we match pound for pound,” said Laura Harricks, chief customer officer at Ocado Retail.
Ocado leveraged Stink Studios’ proprietary automation video platform, RITA, to generate the 600,000 personalised films and 3.5 million social assets in less than 48 hours. Stink came up with the creative concept, creating a fictional ’Good News’ channel with “a charismatic Ocado delivery driver playing the news anchor, delivering good news this Christmas”.
“It’s been a joy to work with Stink Studios for a second year, their ability to fuse creative thinking with technological craft is second to none. Together, we hope that each video brings a smile to our customers’ faces as we take a look back at how they’ve shopped over the past year,” Harricks added.
The campaign also includes other digital channels for “maximum reach”, including paid and organic social, on-site pop-ups and banners. There will also be stickers of the news anchor on a handful of Ocado vans.
Earlier this year Ocado launched a major multi-channel brand campaign, There’s an Ocado Just For You, with its television advert running across all mainstream TV channels.
At the start of the year Ocado underwent a major rebrand – changing its website and logo from green to purple. One of the reasons for the overhaul was to better distinguish Ocado’s branding and vans from those of rival supermarkets, giving it “a distinctive, ownable identity”. The rebrand also saw Ocado’s swirl logo “redrawn and tweaked”, and a change of font – to Ocado Sans – so the ‘a’ in Ocado isn’t read as an ‘o’.
The online supermarket also began overhauling the branding on its own-label packaging range.
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