Who needs FitbBits when there is a FIT CART? Wunderman MENA’s Dubai team replaced shopping cart handlebars with long-beam fitness trackers, similar to what one might see at a cardio machine at the gym.
Focusing on the brand’s ‘Live Good’ message, a high-benefit metaphor for its green tea product, the trackers collected data such as steps taken, distance traveled and calories burned, allowing shoppers to measure and calculate their health activity while stocking up on food for their pantries.
“What we learned is that data, when delivered in new and creative ways, can be a huge motivator,” said a spokesperson for Wunderman. “Our team witnessed shoppers conscientiously watching their fitness data accumulate as they pushed faster and shopped longer. Grocery shopping ultimately had a new health agenda.”
DIVERGE talked to Piotr Chrobot, Executive Creative Director, at Wunderman MENA to find out the story behind the campaign.
Where did the concept of this come from?
The concept came out of Lipton’s #LiveGood strategy. We wanted to disrupt people in their regular environment and help them think about the daily choices they make.
How did people react to these carts?
This is still very new and people need time to get used to them. Most of the people played with the cart and took extra steps while grocery shopping. Once the carts are massively distributed we’ll be able to collect more information.
What was the creative process in coming up with such a unique idea?
Initially, the plan was to turn “mundane” tasks into fun “activities.” A simple change of gears in a person’s autopilot lifestyle. That’s when Lipton Green Tea ironically found itself in the supermarket, in a health-led brand activation that put a technological spin on a regular shopping cart.
Any chance a similar campaign will launch in the US? Will the brand use this video to advertise in the US?
We would love to see this in the US. Our pilot market is UAE and if we’re successful it will definitely extend beyond the region.
Who was the team working on this?
More than 30 people came together to make The Fit Cart happen. It was a true, collaborative team effort with creative technologists, planners, art directors, designers, copywriters, 3D designer and client services.
What was your favorite part about this campaign?
Seeing the final product being put to use!
