In order to meet Albert Heijn’s goal to strengthen its position as innovative frontrunner, a traditional campaign was enriched with a revolutionary digital component. From the 160 dinosaur cards that customers could collect, special scannable cards could be added to the digital collection in the mobile application ‘AH presents: back to the dinosaurs’. Subsequently, the dinosaur on the card could be brought to life with the augmented reality (AR) and virtual reality (VR) functionalities. In AR, the dinosaur is placed in the world of the user. With high-end animations and interactions the dinosaur moves smoothly and dynamically. Each dinosaur entails different typical interactions and animations. The user is able to take and share pictures with the dinosaur. Public figure and TV-biologist Freek Vonk, especially popular amongst the young target group, serves as guide throughout the app.

The app meant a breakthrough for AR and VR and a first introduction to these new technologies for most users. With the app, the key visual and 19 of 160 collectable cards can be scanned. When scanned, the dinosaur is added to the digital collection. Subsequently, the user can visit its world in VR. Using a cardboard or plastic VR-device, sold at Albert Heijn stores, the user experiences the dinosaur in its habitat in 360 degrees. The AR function brings the dinosaur to life in the world of the user. With the camera user can interact with the reactive dinosaur animations. Here, the user can take and share pictures. All high-end graphics, animations and interactions are true-to-nature, because they are designed with scientific support of biodiversity centre Naturalis. While VR and AR are often seen as complicated, novel technologies used only by the tech-savvy, this concept showed how the technologies can be accessible and easy to understand and use for everyone. The app is available on a large range of devices and contains a relatively very small file size. The fact that registering or internet connection are not required, underlines the user friendly and accessible nature of the app.

The campaign and its digital enrichment became a huge success. It triggered a true dinosaur hype amongst the young target group and beyond, that was enthusiastically expressed on socials and in Albert Heijn stores. Moreover, Albert Heijn met and even surpassed the set goals regarding customer loyalty. The app was on the number one position in app stores throughout the campaign period and was downloaded close to a million times. Millions of cards were collected and accompanying merchandise such as cardboard and plastic VR-devices were sold by hundred thousands. In the retail industry, the campaign meant a first of its kind, revolutionary campaign. Albert Heijn followed up on this success in two other annually recurrent and popular campaigns. Also, an addition of VR and/or AR is in development for future campaigns. Moreover, the dinosaur campaign and app will be implemented in retail loyalty campaigns worldwide in the near future.