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Oh Snap! We’ve just created Three’s biggest ever retail activation...

Ryan Dall

This summer saw the birth of Puggerfly – the world’s first augmented reality Snapchat pet. – the world’s first augmented reality Snapchat pet.

Puggerfly was created by Three to capture the imagination of Snapchatters and to tell customers that they could now use the social media platform to their heart’s content without it impacting on their monthly data allowance.

To celebrate the launch of this exclusive Snapchat offer and to work alongside Wieden+Kennedy’s brilliant TV ad, BPL were set the challenge of bringing the campaign to life within the Flagship stores of Three’s retail estate.

With aims of building awareness of the offer, driving footfall and ultimately encouraging new customer acquisitions in-store, our approach had to be big and bold.

Taking Puggerfly to the people

Our creative approach was simple – create a home for Puggerfly on the high street. It had to be loud, colourful, and fun; true to the essence of the platform so it would be loved by both Snapchatters and those who may be new to it.

Working alongside Three’s in-house creative studio and production company Whiteghyll Plastics, the retail campaign started with a week-long period where we teased shoppers with a cocoon hanging in Three windows. The cocoon ultimately hatched and Puggerfly was born.

For the launch campaign, stores featured an explosion of Puggerfly fun with a huge range of Snapchat inspired elements such as a 3D Puggerfly and blossoming trees, 30ft rainbows with Snapchat stickers, snaking their way round windows and through stores to entice in passers-by, Snapchat inspired window AV and interactive displays helping shoppers create the ultimate Puggerfly selfie.

Puggerfly is out there

The campaign is still running loud and proud in stores, but the initial results have been brilliant – from helping the brand achieve an 85% NPS score on launch day, to a 6% increase in footfall across their retail estate.

More results coming soon, but in the meantime happy Snapping.

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