The campaign was the brainchild of digital agency CUBOCC, who fitted shopping carts at the Pão de Açúcar shopping center in São Paulo with touchscreen devices. When consumers placed a jar of Hellmann’s mayonnaise in their cart, the tablet detected where they were in the store through NFC tags located on each aisle. For example, if they walked past the vegetable section, a video of a summer salad with mayonnaise began to play on the screen, while those next to the fish were recommended a fish, onion and mayonnaise bake. If they liked the recipe they could interact with the display to find the location of the necessary ingredients in store, or share the meal idea with friends over social networks. Some 45,000 customers were involved in the campaign and – according to Hellmann’s – sales rose by almost 70 percent.
Shopping cart-mounted tablet detects nearby items and offers recipes in real time [Springwise]