Star Wars

Overview

Carrefour is the leading Spanish Hypermarket chain with 200 stores nationwide.

The Challenge

Carrefour sought to increase its sales through a loyalty marketing campaign targeted at families with young children (both new and existing clients) during its highest sales period of Back-to-School and Christmas.

Carrefour wanted to create a “Big Event” based on a powerful license that would draw the attention of families with young children and incentivize them to visit Carrefour Hypermarkets more often.

The Solution

TCC and Carrefour worked together to create an exciting store environment based on the Star Wars license, offering shoppers the possibility of earning exclusive SW premiums as a reward for their loyalty (increased number of store visits and/or basket size). The program was massively communicated through both traditional as well as digital media, and also included in-store events and an innovative digital activation package that contained a digital card collection, a digital game (Gametation) and an augmented reality experience.

Results

The program was an astounding success as both shopper frequency and basket size increased during the promotional period with more than 30 million rewards redeemed. Very importantly, the campaign achieved widespread notoriety and generated substantial goodwill towards Carrefour, which translated into a tangible increase of its Brand Equity.

Categories

Industry – Hypermarkets

Services provided – Loyalty Marketing Campaign (Loyalty program)

Office that handled the campaign – TCC Iberia (Madrid-Spain)

 

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