Actimel Minecraft: Build your immunity armour to fight of the threats!

Holograph is proud to play a massive role in the launch of a global campaign for Actimel's collaboration with Minecraft. This launch release involves 11 markets: UK, France, Spain, Germany, Belgium, Slovakia, Czech, Hungary, Romania, Ukraine and Bulgaria. Objective This global campaign aims to take users through a unique and engaging flow with the addition of an AR experience to facilitate product trial, consumer conversion and repeated purchases. Holograph's Role Create a brand compliant, fun and unique AR experience merging Actimel's health elements with Minecrafts visuals. Configure and update our existing translation tool to make it user friendly and convenient for all the foreign markets to use. Configure the prize mechanics to be flexible to handle some differentiation in prize handling between the markets. Create the end to end competition flow for all 11 markets. Develop a real time reporting dashboards containing key metrics for all markets to gauge campaign performance. Testing our robust system to ensure correct handling for all the markets. Crafting fulfilment emails. Setting up fulfilment emails so all foreign markets are able to edit via translation tool. Locale configuration to adapt to all 11 markets. Configuring frontend screen to also display fufilment emails for more user friendly experience.

Partner's Involved Actimel (Danone): Adhering to brand guidelines, Holograph: Designing competition flow, developing campaign components, managing the domain setup for all the markets Minecraft: Supply the licensing for campaign artworks Key Metrics (so far) Over 20k QR code scans Over 40k Visits Over 3k Actimel accounts created 40% of users opted in for marketing communications Over 18k entries made Learnings Importance of Centralised infrastructure: Managing a rollout across 11 distinct markets taught us that centralised systems is a key approach to ensure global consistency. By building a bespoke, user friendly translation tool and fulfilment interface, we shifted the focus from "solving technical hurdles" to "optimising local performance". The Insight - Our infrastructure empowered local teams to act with autonomy while ensuring the global brand remained protected. Frictionless Competition Flow: With over 20,000 scans occurring mostly in busy homes or retail environments, we learned that every second of loading time increases the risk of a suer dropping off. By streamlining the journey from the initial scan to the entry form, we captured users while their interest was at its peak. The Insight - In high volume promotional campaigns, the path to prizes must be as short as possible to convert casual interest into a completed entry. Authentic Visual Integration through AR: To make Actimel feel "at home" in the world of Minecraft, we adapted the brand's assets to match the game's iconic pixelated style. This ensured the AR experience felt like a native part of the game rather than an intrusive advertisement. The Insight - When working with high-profile IPs, the brand must speak the audience's visual language to earn their engagement.