| Title | CHANGE THE BEEP |
| Brand | MONOPRIX |
| Product/Service | SELF BRANDED PRODUCTS |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
ROSAPARK Paris, FRANCE
|
|
Advertising Agency
|
ROSAPARK Paris, FRANCE
|
|
Media Agency
|
HAVAS MEDIA Puteaux, FRANCE
|
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Production Company
|
SOFILMS Paris, FRANCE
|
Credits
| Mark Forgan |
Rosapark |
Creative Director |
| Jamie Standen |
Rosapark |
Creative Director |
| Jean/François Sacco |
Rosapark |
Cofounder |
| Jean/Patrick Chiquiar |
Rosapark |
Cofounder |
| Gilles Fichteberg |
Rosapark |
Cofounder |
| Mathilde Carpentier |
Rosapark |
Creative Director |
| Jamie Standen |
Rosapark |
Copywriter |
| Julien Saurin |
Rosapark |
Art Director |
| Nicolas Gadesaude |
Rosapark |
Copywriter |
| Mark Forgan |
Rosapark |
Art Director |
| Juloen Nodolwsky |
So Films |
Film Director |
| Olivier Bassuet |
So Films |
Producer |
| Nadir Simon |
Kaazba |
Sound Design Arrangement |
| Benjamin Deffe |
Kaazba |
Sound Design Arrangement |
The Brief
Monoprix is a French supermarket with a marketing objective of making everyday life less boring for their customers. Their range of Monoprix brand products, for example, incorporates jokes into the packaging. Even if Monoprix is more expensive than other supermarkets, their customers go there to be entertained – it makes grocery shopping more bearable. Our brief was to enrich customer experience at the checkout.
Describe how the promotion developed from concept to implementation
We adapted a supermarket checkout machine: when Monoprix own brand products were scanned, the machine made a noise associated with each product instead of a ‘beep’. For example, a Monoprix brand carton of eggs made a sound like a chicken. A Monoprix bottle of milk made the sound of a cow mooing. Although the stunt was live in a real supermarket, it was also filmed. It's ultimate destination would be the Monoprix Facebook page with one million fans. The result would be measured in likes and shares.
Describe the success of the promotion with both client and consumer including some quantifiable results
This live stunt captivated Monoprix customers over a weekend, and resulted in a video that won 2000 shares and 7000 likes on the Monoprix Facebook page, and a million views on YouTube.
Explain why the method of promotion was most relevant to the product or service
Only Monoprix own brand products generated this result. For example, a famous brand lemonade generated a normal 'beep', but a Monoprix lemonade generated the sound of the bottle being opened. So only the Monoprix brands were entertaining, underlining their brand promise of making the everyday less everyday.