Challenge

There is a lot of talk that Ecommerce is killing brick and mortar. One of the main reason for this is the lack of data in brick'n mortar has vs. Ecommerce.

Strategy

With Physical Cookie, Sponda created an entirely new way to combine real time data gathering, marketing and loyalty program, making the traditional shopping experience smarter than ever before.

Execution

Sponda launched the loyalty system first in the world in Citycenter -shopping center and branded it as the VIP Key -loyalty program. Over 14 000 people were given the VIP Keys and instantly, they became part of a loyalty program. No apps, no cards and absolutely no sign-ups. Simply put it in your pocket and you're good to go.

Outcome

We got the world buzzing and the discussion generated 5.6 million worth of earned media and +4% increase in stock price worth of 43 million euros.

key milestones:

1) "Brief" 03/2014

2) Launch of the pilot 09/2014

3) Pilot period 09-12/2014

4) 12/2014 Case video published on Youtube

5) 01/2015 Contacting few medias (locall and GDR to test the idea)

6) 02/2015 PR-website physicalcookie.com especially tailored for media purposes (Q&As, pr-pictures etc.)

7) 02/2015 a press release to newswire

8) 02/2015 we got the global media attention and more than hundred articles was wrote about the innovation (Mashable, FastCompany, Springwise,...)

9) 03/2015 Discovery Canada did a two minute story about the innovation on national TV

10) 05/2015 Global roll out of the physical cookie -product

Budget of 94,000€

Hardware investment

1) Physical Cookies (smart key chains) 15,000€

2) Cookie catchers (readers) 4,500€

Media assets

3) Case video 10,000€

4) Still photos 3,500€

5) website 2,500€

6) Other materials 1,500€

Total without agency fee 37,000€