Joupi: "Joupi Bag"

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: JOUPI
Product/Service: SHOPPING BAG
Agency: EURO RSCG 360
Executive Creative Director: Hugues Pinguet (Euro RSCG 360)
Creative Director: Thomas Deroualt (Euro RSCG 360)
Art Director: Sabrina Leva (Euro RSCG 360)
Art Director: Thomas De Belleville (Euro RSCG 360)
Account Supervisor: Pascal Allard/Président (Euro RSCG 360)
Account Manager: Anne-Flore Seringe (Euro RSCG 360)
Account Executive: Marie-Claude Morat (Euro RSCG 360)
Art Buyer: Isabelle Baud (Euro RSCG 360)
Media placement: Point-of-sale advertising - Joupi Stores - 15/10/2011

Describe the objective of the promotion.
We needed to make the JOUPI signs more visible, and to create animation in the stores for our target market: parents and children.

Describe how the promotion developed from concept to implementation.
Our strategy has been to differentiate ourselves in this competitive market by focussing on expertise and advice for the choice of the toy, above and beyond the price war.
The challenge is to illustrate the slogan of our sign 'Expert in children smiles' on communication tools and to find promotional tactics in the absence of major investments in the media.

Explain why the method of promotion was most relevant to the product or service.
We created 'animated' paper bags that can demonstrate to the customer that the toy he just bought is bound to satisfy children.
When the bag is empty, the visual is a sad child face and when the customer holds the bag by its handles, the child's face shows a big smile.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The creative concept of the bag Joupi knew a real craze with the employees of the group Joupi and the National network (100 brands). The agency was innovative by proposing a playful animation to their customers (parents and children).