FreshChoice turns City2Surf fun run into a world-first virtual shopping spree with ‘Add to Cart’ launch via dentsu Creative Aotearoa
The annual City2Surf fun run sees more than 10,000 novice runners stepping out of their comfort zone. So, FreshChoice added extra motivation to the course, through virtual ‘shopping carts’ concealed in each runner’s racing bib.
Over the past 20 years FreshChoice has demonstrated their commitment to supporting locals by sponsoring local events in ways that shows a deeper understanding of the event.
This year, they sponsored the South Island’s largest fun run, City2Surf. FreshChoice knew many of the participants would be tackling their first long-distance run ever and extra would need help and motivation to get to the finish line.
So dentsu Creative and FreshChoice created Add to Cart; a world-first race innovation that placed prize arches throughout the track. As runners passed under them, it triggered an RFID tag inside their racing bibs, adding free grocery items to their virtual ‘carts’.
Each arch was designed to reward and entertain. Some forced runners to choose between two polarising products, others rewarded runners for a final sprint with a refreshing powerade and some penalised runners for not being fast enough with a leek or brown onion.
Beyond the finish line, massive crowds of runners used their racing bibs to collect items at the FreshChoice Checkout Area. A massive 30-lane checkout stocked with over 60,000 products, supplied by a range of FreshChoice suppliers including Suntory Oceania, PepsiCo, Coca-Cola, Colgate, Barkers, Hubbards, Griffin’s, Sanitarium, AllGood and George Weston Foods.
This first-of-its-kind activation required a bespoke tech system developed by dentsu Aotearoa’s Digital & Experience team. It integrated individual arch mechanics, animated displays, RFID sensors, stock management and checkout interfaces, all connected via Starlink and housed in durable truss frames built to withstand Canterbury winds.
FreshChoice Executive General Manager Tim Cartwright says the idea was to add to the fun, in a way that provided real value: “We’re dedicated to supporting local and are proud to stand behind this iconic Christchurch event again. This year, we wanted to deliver something unforgettable where all runners could participate in and have some fun with the products offered along the way.”
This effort saw tens of thousands of products handed out, serious brand exposure for FreshChoice and its partners, and over 10,000 fun-runners experiencing a gamified (free) shopping experience the world has never seen before.
Client: FreshChoice
Event: City2Surf Christchurch
Creative and Digital Experience Agency: dentsu Creative
Activation: dentsu Creative Activate
Content Production: TwoBlackCats
Media Agency: dentsu Media
Supporting Production Partners: Riot Design, Gravity Events, iPAD Hire NZ, SportSplits NZ
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel