Explained: Why Ooshies Worked For Woolies
With recent research from Criteo showing that over half (57 per cent) of Australians are looking for brands that give them perks beyond just discounts, it is little surprise to see the continued success of both Woolworths’ Ooshies and Coles’ Little Shop campaigns in recent years.
Speaking with B&T, Criteo Australia and New Zealand commercial director Colin Barnard explained that the effectiveness of Ooshies is in its simplicity.
“Often in a shopping center, the deciding factor on which retail outlet they go to is whether they turn right or left. Having a new or different reason to visit a particular outlet can sometimes be as simple as having your kids begging you to take them to one place or another,” Barnard said.
“This is the genius of Woolworth’s Ooshies and Coles’ Little Shop campaigns as it taps into a child’s love of collecting, swapping, sharing and even showing off their beloved toys. Think Pokémon, Yu-Gi-Oh, footy tazos. Adults aren’t immune to this sensation either, as seen in the popularity of MacDonald’s Monopoly Game campaign and even the buy 10, get one free promos we redeem at our local coffee shop.
“What can I say, Aussies love free stuff and discounts, and they’re central to driving both new and loyal customers.”
And these discounts are enough to influence consumer behaviour beyond brand loyalty, research shows. Criteo data reveals that 55 per cent of Australians will jump ship to another brand if they are offered a discount.
“Australians are only loyal when they are receiving a genuinely beneficial offer. For the Woolworths’ Ooshies campaign, it uses gamification to help Aussie parents entertain not only the kids but the whole family during COVID-19,” said Barnard.
“More and more Australians, especially the younger generations, are becoming more likely to purchase from brands whose values and processes fit in with their personal beliefs. And Woolies is all about supporting Aussie families.”
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