NOT YOUR EVERYDAY EVERYDAY by BETC Euro Rscg Paris for Monoprix

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Industry Supermarkets
Media Promo & PR, Case study
Market France
Agency BETC Euro Rscg Paris
Creative Director Florence Bellisson
Art Director Jean-Michel Alirol
Copywriter Dominique Marchand
Designer Cleo Charuet, Arnaud Deroudilhe
Photographer Alexandre Guirkinger, Grigori Rassinier
Account Supervisor Aurélie Fossoux, Anne-Cécile Galloy
Released October 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: MONOPRIX
Product/Service: SUPERMARKET
Date of First Appearance: Oct 15 2010
Entrant Company: HAVAS CITY, Paris, FRANCE
Creative Director: Florence Bellisson
Art Director: Jean-Michel Alirol
Assistant Art Director: Pierre Boutin
Designer: Cleo Charuet
Designer: Arnaud Deroudilhe
Copywriter: Dominique Marchand
3D Illustator: Baptiste Massé
Photographer: Grigori Rassinier
Photographer: Alexandre Guirkinger
Account Supervisor: Anne-Cécile Galloy
Account Supervisor: Aurélie Fossoux
Art Buyer: Chloé Bartoletti
Art Buyer: Virginie Moitessier
Media placement: Packaging Design - Monoprix Supermarkets - 15 October 2010
Media placement: Poster Campaign - All Over France, Instore And Outdoor - 02 November 2010
Media placement: Giant Products - On People's Daily Commutes, Or E.g. In Front Of The Pompidou Center - 03 November 2010
Media placement: Press - Libération Special Edition - 05 November 2010

Insights, Strategy & the Idea

French people love Monoprix. it’s always been an iconic brand. Monoprix’s SOM is less than 5%. The campaign was first developed to build loyalty among its core target: urban families who shop every day, feeding at least 4 people – and to recruit young people who always thought Monoprix was too upmarket.
Working on private label awareness, making the cheapest products the most desirable, was our main objective; to let people know about Monoprix’s affordability. That was the easiest way to increase the value for money: really high image, really low price.
We worked on 2000 daily products, milk, butter, ham, cheese, crisps… the products driving the store visit, being part of everyone’s daily life. Products are the first and strongest link between a brand and its customers. Making them the first brand media was the most straightforward way to both prove Monoprix’s specificity and reinforce the brand preference.

Creative Execution
Our idea was to create a sensation using the product itself as the advertising medium through innovative retailing and product design.
2000 different packagings were created to give more visibility to Monoprix’s daily products – no images, but with a unique play on words on each product.
The message and the products appeared in supermarket aisles, on posters in shop windows and on billboards all across France. Videos went online commenting on the campaign. Libération, the leading daily paper in France launched a special promotional issue. Giant products appeared to people on their daily commutes, a French artist created a giant can of tomatoes and placed it on his scooter, right in front of the Pompidou Center. Our message: Daily life should never be routine.

Results and Effectiveness
The campaign was a huge success with articles in the press and on the web and hundreds of reactions on social networks.
Most importantly French people love it:
+ 20% increase in sales of tinned tomatoes
+ 0,1 increase in market share
+ 1,5 increase in Monoprix’s popularity index
In 2010 Monoprix surpassed previous income records with a 4 billion net profit.