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Pitch, creative ideation, mockup
Client Case Study: Intermarché
A general commercial French supermarket, part of the large retail group Les Mousquetaires founded in 1969.
Intermarché
As part of our proposal to potential client Intermarché, I was tasked to make a creative pitch to be presented to the client and make interactive creatives for their evergreen campaign.
As a result, we won the head-to-head test against another competitor and Intermarché started a long-term collaboration with us and continued to utilize our creative service for future campaigns.
Project Type
Creative ideation, Pitch, Interactive
Skills
Design, HTML, CSS, Javascript
Campaign brief
Intermarché is a fairly well-known supermarket app in France. Since I was unfamiliar with Intermarché at the start, I worked with the Account Manager and did my own research to find out key information about the client:
- Shoppers can either shop online via the app or buy their groceries in-store. When shopping in-store, they can still utilize the app to browse products and offers beforehand.
- If shopping online, users can use home delivery or drive and collect.
- They have a few competitors, Super U, Carrefour, Auchan, Leclerc
- One of the main differentiators of the app is you can add specific demands for the products, for example "One baguette not to much done", "A 150g slice of Comté", "I want this fish scaled".
Client would like to
- Target users that downloaded the app and did not purchase before
- They'd like to drive first e-Commerce purchase from those inactive users
The process
After the research phase, I've identified that it would be beneficial to highlight their interesting app feature that their competitors might not have: the ability to specify your exact demand, thus bridging the gap between a traditional market and an online market. For shoppers who already downloaded the app but have not made their first purchase, they might not have known about this interesting feature and this would be a good motivator.
I pitched the idea to my Design team and the Account Manager team and received positive feedback, so I created two ad concepts:
- An interactive ad where user can choose the ripeness of their bananas, built with HTML, CSS and JavaScript
- An animated ad where user can see different degrees of doneness of a baguette that they can choose, built with HTML and CSS
After the layout has been built, I worked with the copywriter and the team to get the copy written and translated to French. We sent the finished preview to client and the ads went live smoothly after very little back-and-forth.
In conclusion, it was a successful campaign which ensured a long-term collaboration between Intermarché and us.
