Overview

Bringing convenience stores into the digital age.


In the competitive convenience store market, NightOwl approached Klyp with two key outcomes in mind, to increase in-store transactions and re-engage their target audience.


In response, Klyp created and executed the full-scale Summer FestivOwl campaign from August '14 to March '15 to dramatically boost in-store traffic and sales, while giving the brand a fun new personality to attract younger customers. Our work on this campaign scored us an Interactive Media Award in Social Networking, exemplifying the success of our unique approach and dedication to our work.


IMA Award Winner 2015

Mobile App

A mobile gaming app to incentivise frequent store visits.

We created a NightOwl app filled with Summer FestivOwl branding and a clear reason to download: guaranteed prizes. The Spin 'N' Win game was our hook to get customers in store, awarding each player a random prize for every day they played.

Food, drinks and major prizes were all on offer, and got customers into the habit of making regular trips to their local NightOwl store. This was all tied to a customer's unique loyalty account which gave NightOwl valuable information on their customer's purchase history and habits.

NightOwl Mobile
  • 500K

    Spins
  • 33K

    Downloads
  • 60K

    Redemptions

Beacon Technology

Australia's largest retail beacon rollout.

All 65 stores were equipped with iBeacons that formed a crucial part of the prize claiming process. When a user won a prize on the app, they would be shown their closest store. Upon entering the store, the user's phone would display a customised welcome message and unique barcode – making it possible for us to track their claim and purchase behaviour.

Social Media

Creating an engaged social community to promote the app.

Social media was an integral part of this campaign, allowing us to re-engage customers and promote the app across networks including Facebook, Twitter, Instagram and YouTube. Fun, snackable content was published regularly to help build each community and align fans with the cheeky new NightOwl brand. The response to this social focus was overwhelmingly positive, amassing 46 million impressions and lifting engagement by 114% during its three-month run.

NightOwl Facebook Post


NightOwl Tweet


NightOwl Youtube


NightOwl Instagram Post
  • impressions

    46M

    Impressions
  • people reached

    5M

    People Reached
  • engagement

    114%

    Lift in engagement
  • cost per click

    $0.47

    Avg. Cost per click
Night Owl
NightOwl on PC

Website

A cleaner, more convenient website experience.

A website design overhaul helped to support the campaign, encouraging users to download the NightOwl app while reinforcing its benefits and providing key information about store locations and offers. A cleaner user interface simplified the browsing process and helped the site convey what NightOwl is all about: convenience.

Pretty cool stuff, right? Now, meet the team who made it all happen.

Yes Please!