BLOCK WISH

Bronze Eurobest
ClientS GROUP
Category E02. Innovative Use of Technology
TitleBLOCK WISH
Product/ServiceALEPA
Entrant S-GROUP Helsinki, FINLAND
Idea Creation SOK MEDIA Helsinki, FINLAND
Media Placement CARAT Helsinki, FINLAND
Production ACCENTURE Helsinki, FINLAND
Production 2 WÖRKS Helsinki, FINLAND
Production 3 BOUTIQUE Helsinki, FINLAND
Production 4 ZEELAND Helsinki, FINLAND
Additional Company HOK-ELANTO Helsinki, FINLAND
Additional Company 2 TBWA\HELSINKI, FINLAND
Credits
Name Company Position
Janne Lehtinen SOK Media VP, Head of Marketing Strategy
Teemu Äijälä SOK Media Design Principle
Krista Pihlhjerta SOK Media Marketing Strategist
Tuomas Ahola HOK-Elanto Director, Communications and Marketing
Merja Mustonen HOK-Elanto Director of Alepa chain
Annikki Rosander SOK Media Marketing Planner
Antti Rantalahti SOK Media Development Manager
Lauri Toivonen SOK Media SVP, Marketing
Markus Sillanpää SOK Media VP, Marketing Technology & Analytics
Jussi Lehtiniemi Accenture Technical Architect
Pinja Kuosmanen Accenture AI/ML Development
Tomas Linberg Accenture Head of Design
Arttu Laaksonen Accenture Sr. Technical Architect
Samu Teittinen Accenture Designer
Juha Halmesvaara Carat Finland Media Innovations Director
Kaisa Rissanen Carat Finland Account Manager
Kirsi Riipinen Carat Finland Operations Director
Jaakko Veijola Wörks Senior Art Director
Paul Nyman Wörks Creative
Minna Kommeri Wörks Creative
Tuukka Sinisalo Wörks Creative
Misha Lagerstedt Boutique CEO
Sallamaari Muhonen Netprofile Consultant
Juha Frey Netprofile Managing Director
Jyrki Poutiainen TBWA\Helsinki Chief Creative Officer
Erno Reinikainen TBWA\Helsinki Creative Director
Joni Furstenborg TBWA\Helsinki Associate Creative Director
Tuomas Perälä TBWA\Helsinki Copywriter

Describe the creative idea

All neighborhoods have their own flavors and unique mix of people. To match their grocery needs we wanted to give the power back to community and let them tell us what products to have in each store and stop guessing. We knew from the past that quiet Finns don’t feel comfortable asking anything from the shop personnel if they are not 100% certain what they are wishing. To lower the bar we wanted to create solution which allows Finns easily make their product wishes without talking to anybody. Introducing “Alepa Block Wishes” – a hyperlocal digital initiative and a logistics and production-line turnaround. With the help of a chatbot, customers could request their favorite products to be added on the shelves of their local Alepa straight from their mobile phones Messenger app.

Describe the execution

We built Facebook Messenger chatbot with integrations to all S Group SKU level product data and shop locations. Customers could wish any products they imagined from the bot, which then searched matching product from S Group databases using meta data and returned best matching products within milliseconds to the chat. From these products customers could send their Block Wish to closest Alepa based on their location. If needed they could send the Block Wish to any Alepa based on the name of the neighborhood. The logistics and product line changes were made automatically. 70% of the wishes were fulfilled within 48 hours. After introducing Alepa Block Wishes, the selection in each neighborhood started to change rapidly. Block Wishes became an instant hit. In a time of retail revolution, the previously prehistoric Alepa store chain managed to evolve into a network of corner stores to hip local shops with unique selections.