Celebrating a French mainstay over 12 months

Opportunity

Intermarché is one of France’s most popular grocery store chains. So, when tms decided to create a year-long activation to celebrate their 50th anniversary, we knew it needed to be worthy of the special place the brand holds in French culture.

Approach

tms landed on a multi-activation strategy that would punctuate Intermarché’s calendar with a series of high-profile moments throughout the year to create a year-long customer engagement. Each activation was targeted at a slightly different audience and highlighted different brand partnerships, providing multiple ways to engage Intermarché’s diverse range of customers in every purchase channel — in store, online, and at the drive-thru.

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Outcome

We created, organized, and implemented a series of 50 different games over a 50-week period. From in-store kiosks to the Intermarché dedicated app, each unique activation blended physical and digital experience. We wanted to ensure they were effortless to use. So, customers were able to swiftly scan their receipts at a kiosk after paying to find out if they had won. Throughout the year, we managed the whole operation, from legal regulation writing, to prize pool management with unforgettable gifts, including 50,000 euros to win every single day for a week, a brand-new car, and a private at-home cooking class with the chef, Thiery Marks.