Coles’ new ‘Little Shop 2’ augmented reality app game storms up the charts via Deloitte Digital
The surprise smash mini grocery collection of 2018, Coles Little Shop has returned for 2019 with 30 new collectables and an accompanying Augmented Reality dancing game, via Deloitte Digital. The game is already proving popular, becoming the number 2 family game for iOS and becoming the top trending app on Google Play.
Developed by Deloitte Digital, the Little Shop 2 App game brings the joy of finding Little Shop ‘minis’ to life, through an AR dancing platform and includes every brand from the 2019 collection represented by their own digital dancing ambassador.
To unlock a unique dance character, players just have to collect their Little Shop 2 Minis in-store, then scan them with the app to bring them to life on their own phone.
Every character has their own unique combination of dance moves as part of the first-of-its-kind game in which the player can place, control and interact with the real world, while competing for a high score.
The game has already proved incredibly successful across the app charts and is making the popular miniature collectables even more exciting to fans of Little Shop. Moreover, the game features a share function, allowing players to create shareable dance videos along the way.
Says Lisa Ronson, chief marketing officer, Coles: “We have created this app to inspire our customers and help make their weekly shop more fun and engaging. We were overwhelmed with the popularity of Little Shop last year with customers telling us how much they loved collecting, swapping and sharing with their family and friends. This year we wanted to take the campaign on a digital journey and create fun little dancing characters that our customers could unlock with their smartphones using the iconic mini groceries they’ve collected.”
Says Matt Lawson, chief creative officer, Deloitte Digital: “For fans, this is an great little game that brings the miniature world to life. For Coles, this is a content generating platform. The games become shareable music clips that act as ads for Little Shop 2. Through AR, the world is now a dancefloor, so hopefully we see many more dancers busting huge little moves across Australia.”
Download the Android version here.
Download the iOS version here.
Client: Coles Supermarkets Australia Pty Ltd
Isabelle Scharp – Digital Marketing Manager
Lauren Whitelock – Digital Application Manager
Jacob Toy – Senior Digital Analyst
Laila Coulton – Delivery Manager UX & A11y
Andre Skupin – Senior UX Designer
Melanie O’Brien – Senior Accessibility Analyst
Emma Jansons – Senior Digital Marketing Manager
Senior Leadership:
Alicia Verstak – Head of Digital Marketing
Michael Laxton – General Manager Brand & Media
Lisa Ronson – Chief Marketing Officer
Creative Consultancy: Deloitte Digital
Creative: Gustavo Vampre Franco, Kyle Lotherington, Aaron Bethune, Daniel Cheong-See
Delivery & Engagement Management: Paul Stapelberg, Narkisska Spruce
Game Developers / Programmers:Cameron Owen, Stephen Williams, Tylah Heil, Rob Caporetto, Leigh Mannes, James Itliong
UI Designer: Andrew Tesdorpf, Sean Maney
3D Modeller and Animations: Jenna Smith
Game Design: Nic Gomez, Jack Gillespie
BA: Seira Ooi
User Testing Facilitators: Pamela Cotes, William Pan
Backend/Cloud Developers: Tanvir Chowdhury, Vishal Upadyay
Penetration Tester: Andy Yang
Performance Testers: Michael Di Camillo, David Mitchell
Playstore/Apple Connect SMEs: Swapnil Sharma, Bradley Clayton, Sameer Sangawar
Partner & Director team: Adrian Mills, Matt Lawson, Adam Sandler, Adam Burnell, Rich Lockrey
Sound Design: Gusto Studios
16 Comments
Celebrate endings – for they precede new beginnings.
Hey kids! Pester your mum and dad to get you this complete set of zero use bits of plastic !
How awesome
Why would you PR the fact that you’re acting as a production house for someone else’s concept?
Please make sure you credit the creators of Little Shop if you try to milk some awards out of this.
They’re PRing the game. Not the campaign.
It’s actually pretty fun.
Is it the campaign? Is it an app extension? Does any of that actually matter.
Coles has quietly wandered into the entertainment business and has more people playing their iPhone game than Candy Crush, Clash of Clans of Pokémon Go.
This is the novelty.
There seems to be a lot of reality augmentation in this release. The doesn’t appear in the top 200 free apps in the ‘Kids’ chart (there isn’t a Family chart) in the iOS App Store.
Nice to see Coles come out with some so fresh – great work Coles, great work Deloitte!
There actually is champ. Look under games/family.
You’ll find it at number 1.
Let’s be honest, the main reason this has taken off is because of Little Shop’s pre existing popularity. If I was an overseas visitor to this blog and read this release I would assume Deloitte invented this brand. Please credit the creators in the future. It’s just good manners.
Won’t somebody PLEASE think of the overseas visitors???
Geebus.
It’s a good extension to a shitty plastic thing Coles will hopefully phase out.
It works well and has been made in locally so why slam it?
Yeah. Spot on. While they’re at it, they should credit you as Captain Obvious.
Why are people creating more pointless plastic crap that doesn’t add any value? When will creatives stand up to these shit ideas that clients have or figure out a more sustainable method to do this? Oh, wait it’s for the guys that backflipped on the plastic bag ban…
This is underwhelming. For all the big data and insights the consultancies claim to have. Deloitte comes out with an AR add-on to a purchase-promo campaign for plastic toys? Its OK, however this could have come out of a 7 person hot shop in Redfern not what you’d expect from one of the big guys.
Imagine what this cost them. Honestly not seeing much chop from the consultancies as creatives.
You’re completely right. The original creators should be acknowledged…
https://www.99c.co.za/our-work/checkers-littleshop/
It’s been around for several years in South Africa, New Zealand and then sold into Coles in Australia.