Why is this work relevant for Brand Experience & Activation?
By creating our GPS Quality Label, we have involved the consumers in the most personal and engaging way. By using GPS coordinates of production sites or QR codes, we have made them check by themselves the origin of the products they were about to buy. By using Google maps technology, the consumers were able to track the progress of marketed foods. The GPS Quality Label is an unprecedented proof of a retailer's transparency towards its customers and a good candidate for a Brand Experience and Activation lion.
Over the past years, Europe has been hit by a series of food scandals. 80% of French people no longer trust their daily food (Kantar Worldpanel 2019). As a result have been created thousands of labels, national, European, guaranteeing the origin, the low ecological impact… But not all of them are a guarantee of quality. And that’s the point: Where does our food really come from and under which circumstances has it been produced ?
In 2018, we developed for Auchan a new strategic approach based on actions rather than words. Why? Because the retailer has always been acting to change its consumers’ life. And act - rather than communicate or promise - is what people now seek for.
And that's what our client asked us for : how to give our clients a proof of our commitment for transparency.
Describe the creative idea (20% of vote)
Keeping this value system in mind, we decided to create a tool that would change people's life.
We created the GPS Quality Label campaign.
Instead of coming up with promises or labels that no one believes in anymore, we created the only quality label that shows precisely where the local farmers actually produce their foods, thanks to Google maps and its street view functionality.
This way, people would be able to check by themselves the origin of their food and their production process quality.
Describe the strategy (20% of vote)
Trust, is what worries the most the French in terms of food in 2019. 80% of French people no longer trust their daily food (Kantar Worldpanel 2019) Why ? Because even today, access to information on the origin of the products is more than opaque and 76% of French people consider that brands and retailers do not give enough direct information on the manufacture and quality of their products, either in stores or in their communications(Ipsos 2017).
So in 2019, we decided to make access to this information simpler, more transparent and more entertaining to all French people so that they can have a window on the place where its product is manufactured, with a simple gesture. Auchan and the information changes into transparency.
Describe the execution (30% of vote)
To promote local products certified by our GPS quality label, we have chosen the most local and targeted media, the French regional daily press.
In-stores, we have marked each of our local products with a GPS quality label. This way, all those who only believe in what they see, just have to enter the GPS coordinates in Google Maps or to scan the QR code to check by themselves.
List the results (30% of vote)
And the campaign worked. The GPS Quality Label has quickly become a symbol of the retailer's commitment to transparency and its fight to always offer quality products.
Auchan saw an overall 12% increase in traffic and an impressive 25% increase in local products sales during the campaign. And that just goes to show that courage, truth and proof in advertising... sells.