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Auchan - "Auchan's 25 days" - Proximity BBDO

  • Auchan's 25 days
  • Auchan
  • Groupe Auchan SA
  • Proximity BBDO
  • France
  • Auchan's 25 days
Product CategoryDepartment Stores, Supermarkets
Date of First Broadcast/PublicationNovember 3, 2010
Media TypeCase Study
Awards Effie Awards, 2011 (Or) for Distribution
Grand Prix Stratégies du Marketing Client, 2011 (Prix) for Création de trafic en point de vente / e-commerce
Cristal Festival, 2010 (Cristal) for Cyber - site de distribution
EFFIE France, 2011 (Or) for Distribution
To draw attention to its promotions, auchan is putting them to music!

Concept

How to draw attention to a 100% promotional campaign, the 25 DAY AUCHAN EVENT, in an already saturated market?

Problem

Put the promotions to music!
By creating a new musical genre: the "PROMO SONG" By forming a real group: THE CODES BARRES And by transforming the traditional catalogues into a CONCERT STAGE