Client

Carrefour SA— is a French multinational corporation specialized in retail. In January 2018, Alexandre Bompard announced a strategic plan for the company, entitled «Carrefour 2022», that seeks to make Carrefour the «leader of the food transition for all». The plan includes measures for better food and package sustainability, development of organic products, e-commerce partnerships, mobile loyalty programms, and two billion euros in annual investments from 2018 as well as organisational and cost reduction measures

Challenge

• Design a loyalty program for a family audience that has a positive social impact on a healthy lifestyle and athletic performance in football, link activation with famous football players and popular products in the Carrefour supermarket.
• Highlight incredible healthy and regular eating ideas that can change the lives of young athletes through their football idols’ more positive sports achievement landscape

Solution

A retail loyalty program based on core brand values. A new framework for physical space, measures for better food sustainability, social marketing and mobile retail, targeting Gen Y / Z customers who embrace technological and health innovation every day.

• Innovative and technological solutions in retail
• Health + Tech + Sports + Educational Format
• Interaction and deep connection with physical retail
• Close connection with Carrefour brand values «Carrefour 2022»
• Collectible mechanics with the ability to scan cards

1. Creative Concept

Social changes in the field of healthy lifestyles, healthy eating and sports
AR Experience and collectible mechanics
Digital integration with stores (during COVID-19 pandemic)
Exchange of social points in the loyalty program

2. AR Experience

Digital communication with hardcore football fans.
Gamification and collecting of football players and recipes for their favorite dishes, which can be scanned by a mobile phone and added to the collection.

3. AR Recipes

Using augmented reality technology for scanning of collectible cards of soccer player’s favorite foods
Integration of physical and digital goods, limitation of food waste

4. Gamification

Gamification depending on the opening of cards
Mobile mini-games
Synchronized profiles
Collecting game points

5. Mobile Games

Loyalty program mechanics in mobile games
Collect and exchange game points in the 3 main mobile games related to football and healthy eating