Sometimes all it takes is a ridiculously big scoop

When Coop came to us with a new platform for Gen Z, we did what any serious agency would do in that situation: we had a 1.5-metre ice cream scoop made. Or something like that.

Scoop is Coop’s new youth platform within the Supercard app, packed with benefits: free products, gadgets, merch, free lunches, trips and monthly grand prizes. Basically, a whole lot of stuff you’d happily take. The problem? “A whole lot of stuff” doesn’t exactly make for a great communication platform.

So we asked ourselves: how do you show young people, in one second, that there’s free stuff up for grabs? The answer was already in the name. We turned Scoop into an oversized ice cream scoop. Big enough to get noticed. Simple enough to get instantly. And weird enough not to look like yet another app campaign desperately trying to cosplay youth culture.

The ice cream scoop became the face of the national brand campaign. It showed up across OOH and DOOH, in social assets, content pieces and pretty much anywhere with an attention span shorter than the average TikTok user.

We had the attention. Now we had to conquer the feed.

So we made Scoop something you could actually experience. With creators bringing the scoop to the FYP. With social-first content for TikTok, Instagram, Snapchat and YouTube. And with the “Scoop Quest”: a digital treasure hunt where the community had to chase clues and prizes across the internet.

What started as a new feature in the Supercard app suddenly became a very big deal. Quite literally. Long story short: we handed over the scoop. Gen Z started scooping.