Actimel Family Days Out: Turning Everyday Purchases into Family Adventures

Actimel Family Adventure Pass was created for families across the UK and Ireland. The campaign invites consumers to purchase a promotional Actimel pack and unlock 30 days of access to savings of up to 50% at hundreds of attractions. The consumer journey begins with an on-pack QR code. Participants scan the barcode on their Actimel pack, create an account and activate their pass. They can then explore offers across theme parks, zoos, cinemas, bowling venues and other family activities. Each qualifying purchase unlocks another 30 days of access, up to a maximum of six months. This turns a single promotional interaction into a repeatable experience that rewards continued purchase while helping families spend more time together. Holograph designed and delivered the digital platform behind the campaign. The system connects product scanning, registration, pass activation, account access, campaign communications and the family activity partner within one consumer journey. The Challenge Actimel wanted to create a meaningful consumer reward that extended beyond the initial product purchase, while encouraging families to return and engage with the brand throughout a year-long promotion. The challenge was making a reward-led campaign simple for consumers while managing the complexity of repeat activations behind the scenes. Each qualifying Actimel purchase unlocked 30 days of access to family activity discounts. Consumers could return with additional promotional packs to extend their access, up to six months in total. To deliver this, the platform needed to recognise eligible products, identify returning participants, track previous activations and automatically apply the correct access period. The campaign also required a smooth connection between Actimel’s promotional experience and Kids Pass, allowing consumers to move easily from scanning a product to discovering and booking family activities. With the promotion running for 12 months across two markets, the platform needed to remain reliable, accessible and easy to manage for both new and returning consumers. Partners Involved Actimel (Danone): Campaign strategy, brand direction, promotional packaging and campaign requirements. Kids Pass: Family activity offers, attraction partnerships and booking services. Holograph: Digital campaign platform development, QR and barcode scanning journeys, product validation, registration, repeat-access management, campaign communications and reporting. Markets UK & Ireland Key Objectives Connect promotional Actimel packs with a valuable digital consumer reward. Encourage repeat purchases through additional 30-day pass activations. Create a simple mobile-first journey from product scan to reward access. Validate qualifying products through barcode scanning. Manage returning participants and repeat activations through individual accounts. Capture first-party consumer data and relevant marketing permissions. Provide visibility of registrations, activations and repeat engagement throughout the campaign. Holograph Solution Holograph developed a connected digital platform that transformed promotional Actimel packaging into an entry point for real-world family experiences. The platform brought together product scanning, consumer registration, pass activation, repeat participation and campaign reporting, creating one consistent journey from the initial purchase to reward access. QR Code Entry and Product Validation Holograph integrated product validation into the journey, allowing consumers to confirm their qualifying purchase before proceeding to registration and pass activation. This helped make the reward easy to access while ensuring that participation followed the campaign’s purchase requirements. Registration and Account Management Once their product is validated, consumers can register for an account to activate their Family Adventure Pass. Holograph built the account management system to recognise returning participants, retain their activation history and connect additional qualifying purchases to the same consumer profile. This creates a consistent experience throughout the promotional period, allowing consumers to return to their account rather than starting a new registration journey each time. The platform also captures the information required for campaign participation, with optional marketing permissions managed separately. 30-Day Pass Activation Each qualifying purchase unlocks 30 days of access to the family activity pass. Holograph connected the validated product and registered account with the pass activation process, allowing eligible consumers to access savings of up to 50% across hundreds of family attractions. Once activated, participants can continue into the Kids Pass experience to explore available activities and booking options. The journey keeps the value of the promotion clear, helping consumers understand what they have unlocked and how to access their benefits. Repeat Purchase and Access Management The campaign was designed to reward continued participation. Consumers can purchase and scan additional promotional Actimel packs to unlock further 30-day access periods, up to a maximum of six months through six separate qualifying purchases. Holograph developed the logic to track repeat activations, maintain individual access records and enforce the campaign’s maximum entitlement. This creates a repeatable engagement mechanic, giving consumers a practical reason to return while connecting each qualifying purchase with another opportunity to enjoy family activities. Campaign Communications and First-Party Data Holograph configured automated communications to support registration, pass activation and returning participation. Consumers receive the information needed to access their benefits and navigate the campaign, while the platform maintains a consistent record of their participation. The registration journey also supports first-party data capture, allowing Actimel to understand campaign participation while keeping optional marketing permissions separate from essential account and reward processing. Campaign Reporting and Management Holograph provides campaign reporting across the complete consumer journey, from initial product scans and registrations to pass activations and repeat participation. This gives Actimel visibility into how consumers interact with the promotion and how frequently they return to activate additional access. With the campaign running for a full year, Holograph also provides ongoing technical and operational support to maintain a reliable experience for both new and returning participants.

Holograph Delivered Mobile-first connected campaign platform On-pack QR-code entry Product barcode scanning and validation Consumer registration and account management Returning-participant login Automated 30-day pass activation Repeat purchase and access tracking Six-month maximum-access management Kids Pass integration First-party data and CRM permission capture Automated campaign communications Campaign participation reporting Ongoing technical and operational support Hero Metrics (so far) Over 28k QR codes scans Over 43k unique visits Over 40% marketing opt-in rate Business Impact Actimel Family Adventure Pass demonstrates how connected packaging can extend the value of an everyday product into experiences consumers can enjoy beyond the point of purchase. By linking qualifying purchases with 30-day access to family activity discounts, the campaign creates a practical incentive for consumers to engage with Actimel repeatedly throughout the promotional period. The repeat activation mechanic also supports continued purchase consideration, with each additional pack offering another opportunity to unlock family experiences. For Actimel, Holograph’s connected platform brings together product verification, account management, reward activation and reporting, providing visibility into consumer participation across the year-long campaign. For consumers, the value is immediate and tangible: more affordable opportunities to spend quality time together. The result is a connected brand experience that turns an everyday Actimel pack into a gateway to family adventures, creating opportunities for repeat engagement while bringing the brand closer to memorable moments in consumers’ lives.