A super-cool return to school in france
September is traditionally an important month for French retailers, as millions of schoolchildren return to their classrooms after the summer holiday. To mark ‘La Rentrée’, retailers fill their stores with school stationery, new clothes, lunchboxes and other relevant items, and parents have a huge choice of shopping options for these necessities.
With this in mind, the 1st of September was a great time to start the Carrefour Market Marvel Promotion. For 10 days beforehand, the countdown clock ticked down the seconds on the carrefour.fr website, adding to the excitement created by a multi-media promotional campaign. Running only for a month, the promotion began with strong activation and caught shoppers’ attention with themed Marvel POS items from the moment they pushed past the ‘supergates’ to enter the store. With gravity-defying cutouts of superheroes POS to enthuse them, customers bought a huge array of Marvel merchandising products (such as Incredible Hulk or Captain America masks) along with school articles – and of course groceries. For every €20 spent, they received a free packaged gift. On tearing off the wrapping, they discovered which of 16 Marvel superheroes they had received – and could buy a special album to keep them all in.
Linked to this kids’ promotion was an integrated marketing plan including everything from bonus points on certain items to events featuring real, live superheroes. Spider-Man naturally used his superpowers to lower himself down from the ceiling rather than coming into the store the normal way. Others posed for photos with thrilled children of all ages. Online, the ‘Super Rentrée’ was heavily promoted on news and other sites.