Sonae is the biggest Portuguese retail group. In 2011, in a huge logistical and marketing operation, Sonae merged two of its brands, Modelo and Continente, into one single brand – Continente. This made Continente the nº1 player.In its Christmas campaigns Modelo used Popota, a mascot that had achieved the status of national celebrity. The pink hipo was adored by children and adults and year after year, Popota’s campaigns were a hit.

But because of a brand merger, for the first time Popota would be associated to a different brand, Continente. This change meant that this year the pink diva had to live in Continente’s corporate site, starring 5 new worlds: Candy, Fantasy, Music, Gold and Show.The challenge was to make Popota and her new 5 worlds live beyond the Internet with the same fun and thrill. Alongside increasing Continente’s credentials in areas like innovation and technology. We created POPOFUN, a Mobile Application, designed for iPhone, iPad and iPod Touch. The app allows everyone to have fun with Popota everywhere with six different games: PopoTalk, PopoMemória, PopoEstilista, Coreografia, PopoDescida e PopoDetective.

Furthermore, a facebook interface, made it easy for users to share all the games and results with their friends. POPOFUN went beyond the mobile world and became a social and engaging experience.In the rich and appealing settings of Popota’s new worlds, users can record a voice message with Popota’s voice (Popotalk); help her catch candies in a freefalling exciting experience (Popodescida); test their attention skills helping Popota to find lost objects (Popodetetive); assist Popota as her personal stylist (Popoestilista), test their concentration, memory and quickness while trying to find the biggest number of pairs on the shortest time (Popomemória); and finally learn all Popota’s dance moves, always to the sound of her latest song, while she shines in different scenarios. The POPOFUN application was downloaded 30 500 times.The digital campaign strengthened Popota’s image as the fun and entertaining mascot of Continente and reinforced the liaison with its young target audience.Awareness rates surpassed all the expectations and made this Portuguese star shine like never before.