REWE – Heldenakademie

REWE – STAR WARS Heldenakademie


After almost eight dreadful years of waiting, the next chapter of the STAR WARS saga was released in December 2015. Parasol Island‘s client REWE – one of Germany’s most successful supermarket-chains – decided to celebrate this event with a force- awakening, full-throttle 360° campaign, that was bound to thrill old and new fans alike. For this campaign, PSL was asked to concept, design and develop a responsive microsite as well as an engaging game-story that keeps customers entertained in anticipation for the film’s release.

Another large part of the microsite was the digital activation. Here, the biggest challenge was the six-week duration of the campaign: How could we keep customers entertained & engaged, be relevant and incorporate beloved elements from the STAR WARS saga all in one idea? We thought: What is the one element all STAR WARS episodes have in common that makes people keep coming back? Jar Jar Binks? Hell no. The Force. Yeah, maybe. Heroes? Most definitely. Therefore, we founded the “REWE Heldenakademie” (REWE hero academy). This institution educates it’s students by way of the force, heightens their senses and prepares them for the battles ahead.Users could sign-up for the academy and were presented with challenges – ranging from easy STAR WARS-trivia over lesser-known facts to the saga’s geekiest insights. Every solved challenge brought the students closer to the once-in-a-lifetime prize: An original, life-sized Stormtrooper figure. Whoa, right?

Created with love and the talents of Parasol Island.