2021 Brand Experience & Activation


Product/ServiceTHE HEALTHY MAP
Category G02. Challenger Brand
Media Placement CTZAR.IO Paris, FRANCE
Additional Company CARREFOUR Massy, FRANCE
Name Company Position
Nathalie Jacquier Carrefour Marketing Department France & Group
Beryl Fleur Carrefour Marketing Department France & Group
Sylvia Felix Carrefour Marketing Department France & Group
Théo Comet Carrefour Marketing Department France & Group
Marco Venturelli PUBLICIS CONSEIL President overseeing creativity
Marie Wallet PUBLICIS CONSEIL Account Manager
Pascale Beyssier PUBLICIS CONSEIL Account Manager
Andréa Bastianelli PUBLICIS CONSEIL Account Manager
Jean-François Goize PUBLICIS CONSEIL Creative Team
Edgar Heusch PUBLICIS CONSEIL Creative Team
Morgan Carrio PUBLICIS CONSEIL Creative Team
Christophe Defaye PUBLICIS CONSEIL Strategic team
Lydia Tamarat PUBLICIS CONSEIL Strategic team
Gautier Rennes PUBLICIS CONSEIL Social Media Team
Camille Olivier CTZAR Account team
Marie-Charlotte Mathieu CTZAR Account team
Mayssam Kaado CTZAR Account team

Why is this work relevant for Brand Experience & Activation?

Because we tried to make "Act for food" live outside the kitchen zone and engage an audience who most needs our help to make healthy eating part of their lives. We've made better food habits part of the gaming experience thereby creating a unique brand experience: mobile-first (that’s where most people play: 2,5 billion gamers on mobile in 2021), living on twitch with influencers and even in stores.


It’s a basic fact, gaming and junk food were made for each other, for a simple reason… When you are absorbed in the game, you use up several bars of mental energy. Suddenly, you feel hungry and naturally look around for the nearest and quickest energy fix at your fingertips. Which in turn means questionable food choices…. the usual suspects, chocolate, crisps, pizzas, saturated fats. All gamers can recognize this problem. And it’s a health issue for 3 billion gamers of all ages, and especially for younger people. This is a challenge for the global leader in food transition, Carrefour. There are billions of gamers out there, we need to act for food So how can we inspire gamers to make healthier food choices while playing?

Describe the creative idea (20% of vote)

The Healthy Map on Fortnite Teaming up with Europe’s biggest streamers, Carrefour launches a creative map on Fortnite, the « Healthy map ». The very first map is where players will gain life only by eating fruits and vegetables. You literally gain strength by eating healthy food. The more fruits and veggies you eat, the stronger you get. Eating healthy is at the heart of the game.

Describe the strategy (20% of vote)

Changing ingrained behaviour is the most difficult challenge. And it’s all the more difficult when fast food brands have been advertising heavily for years within video games to make junk food the official fuel of gamers. We built a four-tiered strategy: - Creating a behaviour in the Fortnite gameplay that can become a behaviour in your life: you gain lives with fruits and vegetables in this virtual world, as in the real world. - Considering gamers as athletes. Gaming is no longer a leisure activity, it’s a sport. If you want to be competitive in your sport, eating well is a key factor for your performance. - Teaming up with the biggest streamers to spread this message to gain persuasion. - Making healthy food accessible to all gamers with a discount code in Carrefour stores. Because we know it’s easier to get healthy when healthy products are affordable.

Describe the execution (30% of vote)

We created the Fortnite “Healthy Map” with MakaMakes, designers of Fortnite creative maps. Building a map where “healthy” is king: from fruits and vegs’ organic fields to a supermarket of future. We released the map through PR, digital and social media campaign in July: - Targeted ads spread the video teaser on gamers’ favourite platforms (Twitch, YouTube, TikTok, Twitter) - Local leading streamers from 7 countries (France, Poland, Romania, Italia, Belgium, Brazil, Spain), engaged their community. We teamed up with Teeqzy (777K followers on Twitch) to organize a tournament on the new map: 892,6K of reached profiles (IG, Twitch, Twitter, YouTube). - Carrefour activated its gamer customer base to announce its presence on Fortnite. We hacked Twitch to intercept players eating junk food inviting them on the map to eat healthy food. We transformed the Fortnite «map code» into a discount code on fruits and vegetables, in our stores.

List the results (30% of vote)

Awareness and changing behaviour were our first KPIs: - We reached over 11 million gamers and generated over 1 million interactions. - Events with streamers had a huge engagement rate: 21.9%. - Our teaser performed on Instagram, YouTube, TikTok, with a click-to-rate twice superior compared to the 2020 average benchmark of similar campaigns (0.36% vs 0.17%). - Twitch generated excellent results with a completion rate of 83%. Our next step is to make healthy food more accessible to gamers in our stores. By transforming the Fortnite “Map Code” into a discount code on fruits and vegetables

Please tell us about how the work challenged / was different from the brands competitors

Addressing the issue of gamers’ eating habits is a fresh new approach for a food retailer. It’s also a way to challenge junk food brands that heavily invest in video games “product placement”.