2019 Print & Publishing

THE GPS QUALITY LABEL

Short List
ClientAUCHAN RETAIL FRANCE
Category D02. Challenger Brand
TitleTHE GPS QUALITY LABEL
Product/ServiceRETAIL SHOPS
Entrant SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation SERVICEPLAN FRANCE Paris, FRANCE
Media Placement SERVICEPLAN FRANCE Paris, FRANCE
PR SERVICEPLAN FRANCE Paris, FRANCE
Credits
Name Company Position
Alexander SCHILL SERVICEPLAN GERMANY Global Chief Creative Director
Daniel PEREZ SERVICEPLAN FRANCE Chief Creative Officer
Dimitri GUERASSIMOV SERVICEPLAN FRANCE Chief Creative Officer
Fabien TEICHNER SERVICEPLAN FRANCE Chief Creative Officer
Ninon PERES SERVICEPLAN FRANCE Copywriter
Geoffrey POULAIN SERVICEPLAN FRANCE Art Director
Pierre GRIS SERVICEPLAN FRANCE Planner
Lydie BOCQUILLON SERVICEPLAN FRANCE Account Supervisor
Philippa CAVE SERVICEPLAN FRANCE Account Manager

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

With this campaign, all those who only believe in what they see just have to enter the GPS coordinates mentioned on the print advertising in Google Maps, or to scan the QR code in the ad, to check by themselves where the product come from. By creating our GPS Quality label, we have involved the consumers in the most personal and active way. By using GPS coordinates of production sites or QR codes, we made them check by themselves the origin of the products they were about to buy. Consumers were able to track the progress of marketed foods using Google maps and its street view functionality. The GPS Quality Label is an unprecedented proof of a retailer's transparency towards its customers.

Cultural / Context information for the jury

Over the past years, Europe has been hit by a series of food scandals. Today French consumers don’t know where their food comes from. Because behind the labels and words, it’s difficult to know the truth. And that’s the point: where does our food really come from and under which circumstances has it been produced ? That’s why Auchan, one of France’s leading retailers, created: The GPS Quality Label campaign.

Translation. Provide a full English translation of any text.

Exemple of a GPS Quality Label ad : MUNSTER: The “Petit Munster” from the Haxaire cheese factory is produced here: 48°08’40.3”N 7°10’55.3”E This cheese factory favors short circuits and a reasonable agriculture. And for those who only believe in what they see, just enter these GPS coordinates in your navigation toolbar or scan the QR code to check by yourself.