Carrefour
“Deal” SMS Promotion
Carrefour hyper-markets assigned Upstream with the design and execution of a mega-promotion that would successfully integrate the channels of in-store and mobile. The promotion was based on an adaptation of the successful TV show “Deal”. Carrefour invited all of its customers to participate in its own version of “Deal” and to win up to €400,000.
Objectives
- “Own” the promotion period and maximize consumer mindshare
- Increase store traffic through the promotion’s attractive offers and corresponding buzz
- Drive sales by increasing the “average basket” of goods value
- Attract new customers by making the Carrefour offering superior to competitors’
The Campaign
The promotion’s experience started within Carrefour hyper-markets, where customers were prompted to purchase products tagged with “Deal” signage. These products corresponded to “Deal” coupons that instantly awarded customers with store checks, of more than €1 million in total value!
Furthermore, each coupon had a “scratch” pad that revealed a unique alphanumeric code. By sending, via SMS to a certain short code, their unique code, coupon holders entered weekly draws to win €10,000 (four winners per week). In addition, with every SMS sent, consumers increased their chances of being selected to participate in the two Carrefour “Deal” games. The latter, were simulations of the TV show and gave participants the chance to win €200,000!
Results
The “Deal” SMS promotion instantly achieved impressive redemption rates—approximately four times the European average. Instant win coupons combined with prize draws produced thousands of Carrefour winners every day, having a positive impact on customer satisfaction.
The results of the promotion were accurately forecast beforehand by Upstream and they represented a significant revenue source 
Carrefour hyper-markets assigned Upstream with the design and execution of a mega-promotion that would successfully integrate the channels of in-store and mobile. The promotion was based on an adaptation of the successful TV show “Deal”. Carrefour invited all of its customers to participate in its own version of “Deal” and to win up to €400,000.
The promotion’s experience started within Carrefour hyper-markets, where customers were prompted to purchase products tagged with “Deal” signage. These products corresponded to “Deal” coupons that instantly awarded customers with store checks, of more than €1 million in total value!
Furthermore, each coupon had a “scratch” pad that revealed a unique alphanumeric code. By sending, via SMS to a certain short code, their unique code, coupon holders entered weekly draws to win €10,000 (four winners per week). In addition, with every SMS sent, consumers increased their chances of being selected to participate in the two Carrefour “Deal” games. The latter, were simulations of the TV show and gave participants the chance to win €200,000!
The “Deal” SMS promotion instantly achieved impressive redemption rates—approximately four times the European average. Instant win coupons combined with prize draws produced thousands of Carrefour winners every day, having a positive impact on customer satisfaction.