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The GPS Quality Label

The GPS Quality Label | Auchan | Serviceplan
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basics
Industry: Retail & Distribution
Media:Print
Style: Minimalism
descriptioncnen
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 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 and a good candidate for a Brand Experience & Activation lion.

Background

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, has decided to take the lead and position itself clearly and strongly on the traceability of its products.

Describe the creative idea (20% of vote)

Auchan, one of France’s leading retailers, has launched the GPS Quality Label campaign.

Instead of coming up with promises that no one believes in anymore, Auchan has created the only quality label that shows precisely where the local farmers actually produce the products.

This way, people can check the production quality and the origins of their food themselves.

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, Auchan has 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.

To promote local products certified by our Auchan GPS QUALITY LABEL, we have chosen the most local and targeted media: The French regional daily press.

List the results (30% of vote)

And the campaign worked.

The GPS QUALITY LABEL has quickly become a symbol of Auchan’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.
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awards
Cannes Lions International Festival of Creativity 2019
Silver Brand Experience & Activation
Retail
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