How Qapture Turned Airtime into Digital Performance

Industry

Retail

Challenge

PEP needed a way to drive measurable digital engagement from their TV advertising without offering discounts—something their “first price is best price” policy doesn’t allow. Traditional promotional methods weren’t aligned with their model or customer expectations.

Results

Over 611,000 scans, 98,000 clicks, and a 16% click-through rate—more than 8x the typical industry benchmark. The campaign exceeded its scan target by 191%, all while building a repeat-use behavior among a broad, price-sensitive customer base.

Use Case

TV-to-Digital Engagement, brand

www.pepstores.com/

611k+

scans

98k

Clicks

14.4

Scans per user

16%

CTR

“Snap-e gave us a powerful new lever: perceived value without actual discounting.”

Senior Marketer, PEP

About PEP

PEP is South Africa’s largest single-brand retailer, serving millions of price-sensitive customers across 11 African countries. Known for its “first price is best price” model, PEP delivers affordable fashion, cellular, and financial services through a high-volume, low-margin strategy.

The Challenge

PEP was facing a familiar marketing tension: how to drive real engagement from TV without defaulting to discounts. Their fixed pricing model ruled out typical retail promotions, leaving few options to generate urgency or track response. At the same time, they were eager to extract more data and interactivity from their significant investment in linear TV.

The Solution

To meet its goals without compromising pricing integrity, PEP launched an interactive campaign using Snap-e’s visual scanning platform. Viewers were invited to scan markers during prime-time TV shows to collect weekly rewards, with the chance to win store vouchers. These incentives aligned perfectly with PEP’s value-first brand, offering excitement without relying on markdowns.

Snap-e’s technology ensured quick, reliable scans even from low-cost smartphones, making participation frictionless for PEP’s customer base. Over the course of the campaign, scanning evolved from a novelty into a habit, supported by rotating weekly challenges and clear digital touchpoints.

191%
Campaign scan target exceeded in just four weeks, powered by repeat behavior and real-time engagement.

The Results

The Snap‑e campaign delivered performance more typical of high‑converting digital media than traditional TV. With over 611,000 scans, 98,000 clicks, and a 16% click‑through rate (versus an industry benchmark of 1–2%), Snap‑e turned passive viewers into measurable participants — surpassing the campaign’s original scan goal by 191%.

Beyond the raw numbers, the campaign established new behavioural patterns: users scanned an average of 14.4 times, showing habit‑forming engagement over time. Prize redemptions were verified in‑store, and many customers added on additional purchases, bringing incremental sales value and more foot traffic to PEP locations.

Audience sentiment was overwhelmingly positive. Social conversations on the Snap‑e Scan Facebook page were filled with excitement and playful competition, with customers sharing how they were already “window shopping” in PEP stores and planning what they would buy when they won. Comments described Snap‑e as “addictive” and “our week of winning,” showing the emotional engagement and brand affinity generated by the campaign.

For PEP, this meant a rare win: high engagement, zero margin erosion, and digital‑style performance — driven entirely from TV.