Digital activation campaign built for Getir

CAA × Getir

Tottenham Hotspur and Getir Logos side by side. 'OFficial training wear partner'

Getir is the pioneer of ultra-fast grocery delivery. Customers can order groceries on demand straight to their door with Getir’s mobile app. We’ve found that SME clients have a unique way of working, delivering at a fast pace with an appetite for boldness.

After its latest funding round in 2022, Getir is now valued at $11.8 billion with operations in the UK and beyond. With investment behind them, they’ve launched global partnerships. In August 2021, Getir became the official Training Wear partner of Tottenham Hotspur.

CAA approached us to help deliver an exciting digital product that would celebrate this milestone partnership. The brief was to run an online competition within the stadium that would build brand awareness and engagement as well as incentivising people to download the Getir app.

Spurs

Our approach

Getir wanted an engaging football-based experience that gave users the chance to win a selection of prizes including stadium tours, £10 Getir credit, signed shirts and more. We had to ensure that users could complete the whole experience in around 15 seconds.

Key functionality elements that needed our consideration were:

  • The mechanic to select randomised winners
  • The mechanic of the experience/game
  • The user journey time from the experience/game to the Getir app and back again
  • User verification within the Getir app and ensuring a smooth API call from our digital tool to their database.

Gamification

Although the prize within the digital product would be randomised, so users wouldn’t have an impact on the outcome, we wanted to create a sense of gamification. Gamification techniques help leverage people’s natural desires for learning, mastery, achievement, or simply their desire for competition as a response to the framing of a situation as game or play. Creating a sense of gamification allowed our designers to insert gameplay elements into a non-gaming setting with the aim of enhancing user engagement. Fun features meant that we could tap into users’ intrinsic motivations so they enjoy the experience more.

As the total use-time of the app was so short, we had to create a simple mechanic that users would know how to interact with, and that would have the capacity to present multiple prizes to build suspense and intrigue. This dictated the final decision on the design.

Look and feel

We used the Getir brand to lead the look and feel for the product, using their fonts and colour palette throughout. However, as this was such a unique piece for them, we had to build a number of new elements. The brand is illustration-based with bright complementary colours, so everything else within the experience had to align with this to keep consistency. We couldn’t have used photo-realistic elements with animated vectors. We had to find a balance between the brand and bringing personality and life to it to ensure it was an engaging experience for users.

 

We did this by creating the crowd within the stadium with flashes of photography and movement to create the buzz of a real crowd. We designed a goalie wearing the official home game kit in the same style as Getir’s iconic scooter rider, and we built a football that reflected the brand look and feel but still had enough depth and 3d elements to ensure a sense of realism. All these touches helped to build engagement and excitement from users, seating the experience in reality while still keeping everything in line with the Getir brand. This design ultimately fed into an animated video that played behind the game mechanic.

We also had to ensure that when users won, their experience was truly exciting and dynamic, so we built in flashing colours and confetti to make every prize feel incredible. Our other consideration was ensuring a truly mobile-first experience, and we had to rigorously test the design in order for all devices to perform perfectly with our approach.

The technical side – digital development

As the product was going to be used within the Spurs stadium with a total capacity of over 60k people, we needed to ensure that the product wasn’t going to crash when large numbers of people were using it. This was combated by ensuring that the server in place would be able to accommodate the traffic as well as a series of testing including vital load testing.

We created the information flow from the product to the servers using a custom built API. This meant that when users at the stadium scanned the QR code to open the experience, the information pulled from the Getir server to define which prizes were available for that particular event, as well as the dynamic prize images to be presented to the user.

We wanted to utilise existing Getir architecture that was already in place wherever possible, so we chose to leverage their servers and their app verification flow. The product asked for phone verification that also looked up against the individual within the Getir database. If the user hadn’t previously entered that week’s competition, they would be sent a unique ID code via SMS to enter into the app and continue with the game. Implementing the visuals of the game itself actually proved to be one of the most simple elements, seating a video behind the mechanic.

Results

The product was launched in the stadium for the home game between Spurs and Manchester United and many prizes were awarded. A unique digital product that paid homage to the great game while still building app downloads and brand awareness was a positive outcome for all involved.

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