Epic
Easter Hunt

New World

For the last six years, New World have treated kids to an in-store Easter egg hunt while their parents shop.

This year, when New World asked us to expand on this much-loved in-store experience we challenged ourselves to do something truly epic.

  • App
  • AR/VR
  • Creative
  • Digital
  • Digital Strategy
  • Influencers
  • Motion Graphics
  • POS
  • Radio
  • Television
  • UX

Audience and insight

Few people will say that grocery shopping with young kids is their favourite activity, particularly during Easter when all that chocolate is sitting within a five-year-old’s eye line. That’s why New World’s in-store, paper-based Easter egg hunt has been such a popular way to keep kids entertained, and distracted.

In that sense, it wasn’t unlike augmented reality. AR adds an enriching layer to your real-world experiences, building a bridge between real and virtual.

Then when New World wanted the next evolution of their egg hunt, it seemed like a natural step to push into this emerging digital space. So we developed an in-store game that made shopping much more fun and encouraged a behaviour that parents were already comfortable with: handing their phone to their child while they shopped. We knew we could make the game simple to play, and engaging enough to capture the imaginations of the young and the young at heart.

iPhone 6 Plus Gold
The Concept Brochures

The Concept

New World’s Epic Easter Hunt app let you chase down the Easter Bunny’s lost eggs in each of New World’s 138 stores nationwide. Once you scanned the marker that triggered the egg chase, you had 45 seconds to find and tap as many eggs as possible, building a collection along the way. Those eggs could then be traded in for a real chocolate egg.

We also included eggs online and in mailers so, for the first time, eggs could be hunted, and consumers could engage, outside the store.

The Execution

This year’s hunt had a higher barrier to entry, with parents needing to download an app, often before they walked into store. So every media placement gave download steps and play instructions. Once in the app, a friendly on-boarding video explained the game from beginning to end.

We also demystified the app by having mummy bloggers such as Maria Foy and Vanessa Rehm post videos of their kids playing. Parents could see how easy the game was to get up-and-running, and how engaged their children could be.

The campaign was supported throughout store POS, mailers, eDMs, social, digital banners, product and price TV and digital – every instance in the customer experience where the New World Easter Bunny could pop up.

The Execution Brochures

The Results

Ultimately, the Epic Easter Hunt was a game changer with huge numbers that far exceeded our expectations. It also validated that bringing the in-store environment to life through digital technology is an approach that can really resonate with
New World customers.

Total Downloads

Markers Scanned

NZDM Awards

Winner - Three NZDM Gold
• Craft: Innovative
• Use Channel: Mobile
• Industry: Retail

The Epic Easter Hunt - The Results - iPhone

Eggs Collected

Games Played

Axis 2018

Winner - Three Axis Bronze
• User Experience
• Tech Driven
• Creative Mobile

Total Downloads

Markers Scanned

NZDM Awards

Winner - Three NZDM Gold
• Craft: Innovative
• Use Channel: Mobile
• Industry: Retail

Eggs Collected

Games Played

Axis 2018

Winner - Three Axis Bronze
• User Experience
• Tech Driven
• Creative Mobile

Average daily active users

Average daily
active users

Worth of playing time

Worth of
playing time

(that's over 6 months!)

1st in iOS App Store

#1 in the
iOS app store

entertainment category
(free apps)

2nd in Google Play app store

#2 in the Google
Play app store

games category
(free apps)

Epic Easter Hunt Results Map

Too fun! My kids thanks you for the Easter Egg hunt. They loved finding the eggs and the utter delight on their face was priceless.
I thank you too as a good way to keep them engaged while I quickly shopped. Good work team New World 🙂

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Hadley and Paula
From the New World Facebook page
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