Shop Like A Jedi
Carrefour
Issue 38 | March 2016
Agency
Publicis Romania
Creative Team
Chief Creative Officer Jorg Riommi Group Creative Director Mihnea Gheorghiu Copywriters Ruxandra Drilea Otilia Coman Art Director Irina Andreea Stoleru Web Designer Sherin Arabo Web Designer Marius Farca?anu
Production Team
Events Producer Bogdan Voina AV Producers Camelia Efrimov Liviu Efrimov
Other Credits
Client Service Director Alexandra Murray Account Director Corina Tudor Account Manager Adina Gruia-Craus Account Executive Alexandra Dinu Account Executive Ilinca ?andor Head of Digital Calin Buzea Digital Account Director Veronica Oancea Digital Account Executive Oana Adela Popescu Social Media Manager Alexandra Simionov Head of Strategy Raluca Iacob Strategic Planner Ana Maria Olaru
Date
November 2015
Background
Star Wars 'The Force Awakens' was a huge event when it launched on December 18th 2015. In Romania, Carrefour had bought in large quantities of Star Wars merchandise to all of its 150 stores and had promoted it heavily throughout November. What they wanted was an in-store reminder to shoppers.
Idea
Fans were given the power they've always wanted: The Force. And, with the help of Kinect technology, they were enabled to shop just like a Jedi would.
An interactive billboard in the biggest and busiest shopping mall in the country simulated the store's shelves. Shoppers could browse through different categories of products, from daily groceries through to Star Wars-themed items, and drag them into a virtual shopping cart with the help of 'the force'. When they were done, their shopping was waiting for them at a special checkout register in Carrefour.
The billboard became functional on December 17th and ran till the end of the month.
Results
After installing the 'Shop Like a Jedi' billboard, the number of shoppers visiting Carrefour in the Mega Mall increased by 22%, which led to a significant sales hike. Over 3,000 users 'shopped like a Jedi' and experienced shopping with 'the force'.
Our Thoughts
The world of art has long known the power of playfulness. When you are invited to touch, feel, push or pull, you are becoming actively involved. That physical sense of connection leads to the creation of oxytocin in the brain, which in turn leads to a sensation of pleasure.
Not only do you enjoy the experience, but you remember it.
3,000 Romanians were turned into Jedi knights by this idea. Every single one of them will have talked about it, both online and offline, and even though it was so delightfully of the moment, they will keep talking about it fondly for years.
Fun can be a great way to get people to spend their money.