Captivate the audience

Playable ads, the solution to ad fatigue ?

by Audrey Edart | Apr 14, 2025 | Captivate the audience, Media

Le saviez-vous : chaque jour en moyenne, un individu est exposé à plus de 1200 publicités! Ce chiffre vous paraît exorbitant ? Cela signifie peut-être que vous êtes victime de banner blindness ou burn-out publicitaire. Ce phénomène d’aveuglement touche notamment les internautes et fait l’objet de nombreuses études. Mais, si elle n’est pas appréciée de tous, la publicité est indispensable à toute stratégie marketing. Elle a pour objectif de cibler une audience et l’inciter à adopter un comportement (achat, inscription,…). Découvrons comment faire passer un message à un public qui ne cesse de détourner le regard, grâce au display interactif et aux Playable ads.

SUMMARY

Banner blindness: consumers blinded by advertising, how can we restore their sight?
Ensure the visibility of your display formats with Playable Ads
Increase recall and time spent with your brand thanks to interactive displays
Conclusion

Banner blindness: consumers blinded by advertising, how can we restore their sight?

Digital advertising desperately seeks audience

Banner blindness is an Anglicism widely used in marketing. It refers to a form of selective attention in which an individual ignores the information presented in banners. This attitude (whether conscious or unconscious) is adopted to avoid interacting with advertisements. indeed, the latter are perceived as likely to disrupt user experience.

But when is an ad visible or invisible to a user?

A classic display ad is considered visible if at least 50% of its surface is displayed on the screen for one second. In other words, the display banner has to stand out to attract interest in such a short space of time.

But there’s a world of difference between seeing and remembering.

2.5s is the time an ad has to get noticed!

After this time, 62.5% of Internet users have left the ad. For the remaining 37.5%, a phenomenon emerges: ad recall. In fact, there’s a link between observation intensity and memory. Basically, the duration of viewing is positively correlated with memory. This means that the more you watch an ad, the more likely it is to be remembered.

There is none so blind as those who won’t see

It may seem surprising, but while 2.5 seconds may seem like a very short time, in the world of advertising it’s a very difficult time to achieve!

Why is this? It’s a phenomenon linked to human nature. Studies show that users have trained themselves to ignore elements that resemble advertising. This makes it more difficult for advertisers to stand out in the mass of information and ads encountered

Moreover, it turns out that 35% of French people block Internet advertising with software such as Ad blockers. This shows a clear rejection of this mode of communication.

And for those who are touched by advertising?

A recent study gives us an overview of the average click-through rates of display campaigns for different formats:
Bloc format: 0,14%
Megaban: 0,08%
Skyscraper: 0,10%

These low rates don’t necessarily mean that the ads featured are poorly designed or inappropriate, but rather that consumers are too used to seeing them and therefore more likely to ignore them. The Megaban and Skyscraper formats are the hardest hit, as they are considered advertising formats from the outset.

As a reminder, the formats available on Adictiz Playable Ads are:

Pavement (300 x 250)
Wide angle (300 x 600)
Cladding (1800 x 1000)
Interstitials (640 x 960)

The lack of innovation in the advertising world is causing fatigue, and the solution may well be to be more creative in order to stand out from the crowd.

Ensure the visibility of your display formats with Playable Ads

Playable advertsing: a solution to counter banner blindness?

To answer the question we’ve just raised, it’s worth looking at the Playable Ads model.

This interactive display format is ideal for boosting campaign visibility, performance and brand awareness.

Integrating a game mode into a advertising has many advantages and meets several objectives:

Raising awareness: publicizing and demonstrating the added value of an offer
An engagement objective: to encourage users to spend time and interact with a brand.
A qualification objective: capitalize on preferences by recovering user insights

The interactivity and playfulness of the format allows display advertising to stand out in today’s advertising landscape.

Tape taupe | RED by SFR

Mystery word | Qonto

Wheel of Fortune | Nickel

Swiper | Cetelem

Scratch-off | FDJ

Slot machine | Carrefour

Catch them all | Uber Eats

Glutton | Orange

Memory | Sowee

Scratch-off | Wamiz

Slot machine | SFR

Wheel of chance | Tiime

Whack-a-mole | Allociné

Penalty | Carrefour

Pinata | Casino Max

Slicer | SFR

Battle | Dordogne

Memory | Eden auto

Swiper | Carrefour

Outrun | Sowe

Whack-a-mole | SFR

Slicer | Nickel

Catch Them All | SFR

Outrun | Carrefour

Battle | Del’Arte

Quiz | Floa Bank

Battle | easyVoyage

Battle | Maison du monde

Scratch-off | Monster

Scratch-off | Lotus

Playables Ads catalog

Would you like to discover other concrete example of Playable Ads? We invite you to discover three case studies in our webinar replay!

In this respect, the click-to-play rate of playable Ads (7%) is far higher than the average click rate of conventional display (0.10%)

It’s interesting to note that a playable Ads campaign performs better in terms of clicks than a classic ad. However, if the campaign only reaches a very small audience, its value is limited. That’s why it’s essential to consider the distribution plan for a campaign to ensure its success.

No campaign performance without an optimized distribution plan

How do you ensure the strategic and effective delivery of a Playable Ads campaign?

The first step in this direction is the integration of a targeted audience:

It must correspond to your personae, thus allowing a level of qualification of the people who will see the advertisement
Geographical area, demographics, centers of interest and more specific audiences are all possible information to integrate into targeting.

But that’s not all. You can also reach out to hyper-qualified audiences. And what could be more qualified than your own prospects or customers?

In playable Ads, it is possible to:

Retargeting means making your playable visible to your database or site visitors. This type of audience is the most qualified, but very limited.
Doing a lookalike, i.e. make your playable visible to an audience similar to your retargeting audiences. The advantage is that you’ll be able to reach large, highly-qualified audiences.
Interest-based targeting, i.e. making your playable visible to an audience with interests or hobbies consistent with your campaign.

Increase recall and time spent with your brand thanks to interactive displays

As you can see from Dale’s learning cone below, the game format drastically increases memorization around an activity, product or brand.

The time a user spends with a brand is greater when he or she is viewing a playable format.

The strength of playable Ads is that they enable users to make direct and prolonged contact with offers, benefits or a message throughout the gaming experience.
What’s more, they can increase their level of qualification at every stage.

Conclusion

Congratulations, you’ve reached the final line! Want to find out more? Watch the replay of our webinar on the subject. In the company of Léa, Adictiz’s Acquisition Manager, discover our concrete customer use-cases on the subject, and take part in the QA session at the end of the webinar.

Gamification, the driving force behind successful marketing campaigns

by Agnes Constant | Apr 14, 2025 | Audience engagement, Captivate the audience, Collect data

Gamification marketing means creating interactive experiences to capture the attention of audiences, collect data and activate it.

Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

What exactly is gamification marketing

This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

We will now look at the benefits of gamification for advertising strategies.

The 4 benefits of marketing gamification

Catch the attention and getting to be known

The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

Engaging audiences

It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

Boost conversions

Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

Collecting and activating data

By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

Conclusion

In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

Would you like to find out more about the schemes described in this article?

Request a demo

Mother’s Day competition: 4 scenarios for your campaigns

by Audrey Edart | Apr 14, 2025 | Animation, Captivate the audience

Mother’s Day is a tradition that has been rigorously respected and perpetuated since childhood. This year, once again, all mothers are expecting a gesture from their children, often with the support of their spouses for the younger ones. According to a Yougov survey, 61% of French people think this is an important holiday. It’s the perfect opportunity for brands and chains to launch a competition to mark this commercial highlight and promote their flagship products!

There are 3 main reasons for consumers to take part in a promotional game on Mother’s Day:

Finding the perfect gift for their mum
Win an attractive prize to give away on the big day
Declare their love for their mother in a fun and original way

SUMMARY

A marketing game to pinpoint mums’ tastes and preferences
An instant prizes game to win the best Mother’s Day gift!
A creative competition to declare your love on Mother’s Day
Why not capitalise on Mother’s Day with a post-purchase game?

A marketing game to identify the tastes and preferences of mothers

On Mother’s Day, consumers give themselves around 2 weeks to find the ideal gift, and almost half make up their minds in 2-3 days at the last minute. This usually leads to a spike in sales, particularly online, with a growing proportion of mobile purchases.

Influence their buying habits by guiding them in their choice of the ideal gift using a marketing game! Children know their parents well enough to indicate their preferences.

The swiper, perfect for collecting user preferences

Help players find the perfect Mother’s Day gift by collecting their preferences, thanks to an easy-to-use and highly entertaining mechanic. Swiping right or left, depending on product preference, is as easy as child’s play. At the end of the journey, enter a Mother’s Day competition to win the selection.

Test the game

Personality tests are ideal for segmenting a database

With the personality test, players determine which profile their mother matches by answering a number of questions, and discover the most suitable products via a profile-based selection.

Playable-webpage-create-personality-test

Test the game

Shopping-list: a mechanism for gathering crucial information about products and services.

Players create their own special Mother’s Day wishlist from the brand’s products and submit it to a photo gallery, a simple way of generating user-generated content.

An instant win game to win the most beautiful Mother’s Day gift

Here, it’s important to choose the right equipment

Looking for something simple and effective? Instant-win games are a sure bet! The ideal way to reach a wide target quickly. Offer a particularly attractive prize for the occasion, or vouchers to spend on your site or at points of sale. Dress up your brand with festive branding via a One-Armed Bandit, a Scratch Game, a Wheel of Fortune or a Shuffler!

A creative competition to declare your love on Mother’s Day

Encourage your users to create their own content

Take advantage of the general craze to promote User Generated Content around your brand on this occasion. Photo, video or text competitions… encourage players to put themselves in the picture to wish Happy Mother’s Day in a fun, original and personalised way. It’s an excellent way of engaging users and developing your brand equity around a sacred holiday!

Why not capitalise on Mother’s Day with a post-purchase game?

Take advantage of this opportunity to generate in-store traffic

With a high level of purchase intent and an allocated budget, Mother’s Day always generates a spike in traffic and sales among the French. Take full advantage of the crowds to collect qualified data using a game. With Gatecode, encourage users to enter the code for their Mother’s Day gift and fill in a form to win a cash-back offer on their purchase, for example. A great way to collect leads and opt-ins!

Need some advice on how to prepare for the year’s upcoming highlights?

Contact our team

Reinventing your campaigns with programmatic advertising: benefits, challenges and best practices

by sarah Biteau | Apr 8, 2025 | Captivate the audience, Captivate the audience, Media, Media

In France, consumers are exposed to an average of over 1,200 advertising messages a day. Between television, social networks, online banner ads and mobile notifications… Advertising fatigue is a reality for the majority of Internet users. For marketers, this saturation makes it easier to engage their target audience.

This is were programmatic advertising comes in. By automating the purchase of advertising spaces, it makes it possible to target people with the right messages, at the right time and on the right channel.
In this article, we take a look at the benefits and challenges of programmatic advertising. We share practices for getting to grips with this marketing tool, and focus on gamification in programmatic advertising.

SUMMARY

What is programmatic advertising?
The benefits of programmatic advertsing
The main challenges of this marketing lever
3 best practices for getting started with programmatic advertising

What is programmatic advertising?

Programmatic advertising is a method of buying and selling online advertising space. It relies on algorithms and automation technologies to deliver ads in a more targeted and effective way.

Rather than negotiating with a publisher (as in traditional marketing), advertising space is purchased in real time. Particularly on specialized platforms called DSPs (Demand-Side Platforms), via automatic bidding. The best-known of these is Google Display & Video 360, which offers premium access to inventory from YouTube, Google Ads and other networks.

Programmatic advertising is based on RTB (Real-Time Bidding), a process whereby each advertising impression is sold in milliseconds to the advertiser aligned with the defined criteria.

The benefits of programmatic advertsing

Programmatic advertising fills many of the gaps left by traditional digital marketing methods. Here are the main advantages for advertisers.

Data hyper-targeting

Traditional marketing campaigns rely on demographic data (age, gender, location), which limits the precision of targeting.
By integrating behavioral and contextual data, collected in real time (searches or purchase history), programmatic advertising makes it possible to target precise segments. For example: “women aged 30-35 in Paris, looking for a stroller in the last 24 hours.”

Automated ad buying

Buying advertising space used to be a huge waste of time for marketers if they wanted to react as quickly as possible to market developments or buying trends.

Thanks to automation, campaigns can be adjusted in real time to maximize results. Brands can, for example, create automations to increase bids on high-performing locations.

Optimizing advertising budgets based on ROI

Before programmatic advertising, marketing budgets were allocated to channels without any tracking of performance, which could lead to a misallocation of ressources. Campaign performance is optimized on an ongoing basis. Algorithms automatically reallocate the advertiser’s budget to effective channels or locations, guaranteeing a better return on investment.

Overall, this lever also makes it easier to measure KPIs (such as impression rate or CPC, or Cost per Clic) at the end of a campaign and in real time. Based on metrics such as click-through, impression and conversion rates, advertisers can immediately adjust their settings.

A larger advertising inventory, instantly accessible

Last but not least, programmatic advertising gives advertisers access to a much wider range of advertising space. With a single point of entry, they can broadcast their message on a multitude of platforms (retail media websites, mobile applications and even connected TVs).

The main challenges of this marketing lever

Despite its many, advantages, programmatic advertising is not without its challenges. To maximize its effectiveness, it’s crucial to identify its main challenges.

1. Measuring campaign effectiveness

The multiplicity of platforms and channels makes it difficult to measure the performance of programmatic campaigns. Especially when it comes to conversion attribution (i.e determining which channel or interaction led to a sale).
To assess the performance of your campaigns, it’s important to equip yourself with analytics tools and use tracking pixels to attribute each conversion.

2. Advertising fraud risks

Fraudulent impressions (bots, fraudulent clicks, false views) cost advertisers billions every year. These activities artificially inflate campaign performances while having no real impact on ROI. It is crucial to integrate anti-fraud tools such as IAS (Integral Ad Science) or DoubleVerify, which detect and block fraudulent activity in real time.

3. A coherent brand universe

With programmatic advertising, ads can sometimes appear on sites or alongside content that is not consistent with the brand’s universe, or is even inappropriate.
This has a direct impact on reputation and buyer confidence. To avoid this, brands can activate exclusion lists (also known as blacklists) and define sensitive categories to to be avoided in their DSP.

4. Targeting and RGPD

With data privacy regulations (such as the RGPD in Europe), ad targeting has become complex. Third-party cookies are now on the way out. Without a data collection strategy respecting user’s privacy, marketing campaigns run the risk of violating current regulations and being less effective.

That’s why it’s important for advertisers to switch to an approach based on first-party data (collected form buyers), which offers control and compliance.

Alternatives to cookies include the server-to-server approach (S2S) allows data to be transferred between servers, without relying on storage on the user’s browser. This method improves data security and limits the loss of information due to browser restrictions.

In addition, universal identifiers (such as Unified ID 2.0) offer an alternative by enabling pseudonumized, consenting tracking of users across platforms. Finally, contextual targeting, which is based on the analysis of content viewed rather than past user behavior, is enjoying renewed interest as a privacy-friendly solution.

5. Relevance of advertising creations

Today’s buyers are more sensitive to personalized communications. They expect brands to understand their needs and make ultra-targeted recommendations. But automating the delivery of campaigns can dilute the message or undermine brand consistency.

To preserve the coherence of their brand universe, advertisers can use a Dynamic Creative Optimization (DCO) tool. This allows them to personalize their ads according to the profile and context of each user.

3 best practices for getting started with programmatic advertising

Programmatic advertising offers great potential for advertisers, but it can also be quite complex to get to grips with. Here are 3 best practices for taking your first steps, with a focus on the us of gamification (i.e. the introduction of playable mechanics) to optimize performance.

1. Using gamification to refine customer knowledge and targeting

Playable advertising allows you to engage users and collect data on their behavior and preferences at the same time.
By integrating game elements into programmatic advertising, advertisers can understand what each audience likes based on events (e.g. X users clicked on product A, and X users clicked on product B), what motivates their engagements, etc.
Del Arte Restaurant uses gamification in its programmatic campaigns. It integrates interactive quizzes to help audiences discover how the pizzas sold in its restaurant are made.

2. Using first-party data for more precise and ethical targeting

The use of first-party data is crucial, especially with the new regulations on online privacy. This data, collected directly from users, makes it possible to optimize campaigns without relying in third-party cookies, while respecting privacy.
Nike has perfectly integrated the use of first-party data by leveraging its mobile applications to collect information on users’ purchasing and sports habits. Using this data, the brand can create personalized programmatic ads that target customers with products that precisely match their sporting activities or style preferences.

3. Create differentiating and contextual advertsing messages

For programmatic campaigns to be effective, message must be personalized, relevant and adapted to the context of use. The use of Dynamic Creative Optimization (DCO) enables advertisers to create ads adapted to the user’s profile and browising context, thus increasing the chances of conversion.

The Spotify platform uses programmatic advertising based on listening context, adjusting advertising messages according to the time of day and the musical genre that is listened to. An advert for an energy drink might appear when listening to dynamic music, while an advert for a premium subscription will generally appear at the end of the day.

Conclusion

Getting started with programmatic advertising can be a real challenge for your marketing teams. Don’t panic: the right tools and the gamification reflex, you can not only better understand and target your audience, but also maximize the impact of your campaigns by offering a more memorable and engaging brand experience. Find out how Adictiz can help you turn your programmatic campaign into real conversion levers!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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Mother’s Day: 3 examples of original marketing competitions

by sarah Biteau | Mar 18, 2025 | Animation, Animation, Captivate the audience, Captivate the audience

With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a symbolic event and therefore a key moment on which brands can capitalise.

Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.

SUMMARY

Mother’s Day: a key commercial event for brands
1. Mother’s Day competitions to stimulate your community
2. A Mother’s Day sales promotion to engage customers
3. A marketing game to generate sales for Mother’s Day

Mother’s Day: a key commercial event for brands

Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people. It’s a time to celebrate mothers and spend time with loved ones. It generates major spin-offs for brands. This is the second biggest marketing event in France in terms of gifts, just behind Christmas.

It has an impact on company sales and is a major boost to revenues. In France, the budget for Mother’s Day is 66 euros. Brands use this opportunity to showcase their products and services or share gift ideas with their customers.

Mother’s Day is an opportunity to communicate values. Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales strengthen relationships with their audience.

Gamification to communicate around Mother’s Day

To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.

Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.

The sales promotions, in-store or online, enable you to :

Collecting data to understand customer expectations around Mother’s Day;
Share gift recommendations based on collected product preferences;
Generate sales by sharing incentives such as e-coupons, gift cards, etc.
Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.

Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.

1. Mother’s Day competitions to stimulate your community

Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.

Brands can take advantage of Mother’s Day to create a close relationship with their audience. Using sales events to extend the time spent with the brand.

Example: Galeries Lafayette’s Mother’s Day game

For Mother’s Day, Galeries Lafayette have come up with a 100% winning One-Armed Bandit via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign.

Galeries Lafayette Mother's Day terminal

Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with
a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.

Galeries Lafayette Mother's Day competitions

2. A Mother’s Day sales promotion to engage customers

To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.

For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.

Example: SFR’s Mother’s Day campaign

SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics Match 3 was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.

3. A marketing game to generate sales for Mother’s Day

Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.

Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.Via mechanisms such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.

Example: Galeries Lafayette’s Mother’s Day marketing campaign

To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.

This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.

Galeries Lafayette - Mother's Day Piñata

Conclusion

Stand out from the crowd this Mother’s Day by offering your prospects and customers the chance to take part in a competition. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

Home and garden marketing: 3 examples of spring competitions

by sarah Biteau | Feb 20, 2025 | Branding, Captivate the audience

Marketing in the home and garden sector is booming since the pandemic, with the French investing in their living spaces. According to a study by the Fédération Française du Bricolage, spending on home improvements has risen by 6.2% in 2020. The gardening market is expected to grow by 16% in 2021.

This growth has been accompanied by increased competition, with :

The arrival of new players,
The rise of digital commerce
The ehigher expectations of consumers, more and more of whom are taking up DIY without necessarily being experts.

Faced with these challenges, it’s essential for brands to adapt to trends and offer solutions tailored to the audience’s expectations. In this article, we share advice and examples of how to capture attention and boost sales through competitions during spring.

SUMMARY

Marketing challenges in the home and garden sector
Why organise a spring competition game?

Marketing challenges in the home and garden sector

The home and garden sector has a number of characteristics:

a wide range of products, from home furnishings and decorations to garden equipment;
its seasonality, with demand influenced by trends and the weather;
more complex logistics, for stock management, for product delivery and assembly/returns, etc.

Because of these particularities, the marketing challenges faced by retailers are different from those faced by other sectors.

1. Marketing based on trends and product innovation

The home and garden sector is influenced by trends, in terms of design, materials or technology (think of connected home tools). Brands must innovate to meet consumers’ changing needs. They are looking to improve their quality of life and personalise their space.

2. A seasonal sector requiring effective demand management

Demand for products related to gardening, home maintenance and decoration peaks according to the season. Garden equipment and plants are popular in spring and summer. Heating and home decoration products can experience a sales surge in winter.

The major vertical brands need to optimise their campaigns around the seasons. What’s more, they are banking on an ultra-wide catalogue in order to be attractive and profitable throughout the year.

3. The omnichannel challenge and the digitalisation of the shopping experience

The home and garden sector has undergone a digital transition, with an increasing number of consumers researching and purchasing products online. An omnichannel trend is a challenge for brands, who need to offer a consistent experience online and in-store.

Castorama has incorporated digital technology into its sales strategy, offering customers the option of reserving items online and collecting them in-store. The chain uses digital solutions to advise customers, with video tutorials and advice. As for Leroy Merlin, its application allows users looking for a product in the catalogue to consult stocks in real time in the nearest shop or to check delivery availability.

4. A personalised offering and a focus on sustainability

Consumers are sensitive to product quality, origin and environmental impact. The home and garden sector is affected by the sustainability trend, and is being called on to offer eco-responsible products and sustainable renovation solutions.

5. Customer loyalty and brand experience

The home and garden sector relies on building customer loyalty, as these products are purchased on a recurring basis (home improvement, renovation, maintenance). Building customer loyalty involves reward programs, personalised advice and high-quality after-sales service.

One example is Leroy Merlin, whose ‘Leroy Merlin Club’ loyalty program offers discounts, tailor-made advice and access to free delivery services to the brand’s best customers. Leroy Merlin also offers DIY workshops to build loyalty among shoppers and encourage them to return to the store.

Why organise a spring competition?

Spring is a strategic time for brands in the home and garden sector, as it marks the start of the gardening and landscaping season. It’s a time when consumers start to take an interest in renovation projects and home maintenance (after the winter and the famous spring cleaning).

This is important for brands that don’t communicate on other spring highlights (like Easter) and need to boost their communications at this time of year.

Home and garden retailers can capitalise on the arrival of spring by organising a competition. This strategy will enable them to achieve commercial objectives, including visibility, an increase in their conversion rate and customer retention.

1. Boost awareness with a spring competition

Spring is the time to raise the profile of your home furnishings brand, as consumers are focused on improving their environment and DIY projects.

For DIY chains, the challenge is to remain ‘top of mind’ during this time of year and to position as the essential brand for getting spring projects off the ground. The competition is the ideal format for widening the audience (using fun mechanisms and the promise of attractive rewards) while promoting their seasonal offers.

Example: Showroomprivé’s ‘Garden Party’ campaign, based on a one-armed Bandit instant win, highlighted seasonal products to celebrate the arrival of spring. This fun in-app feature gave visibility to the brand and its partner brands, and encouraged sales.

Showroomprivé - one-armed bandit garden party

2. Attract shoppers to the shop and generate more conversions

Spring is a time when consumers, motivated by the warm weather, want to take action. Spring campaigns can encourage customers to visit shops to buy gardening, DIY or outdoor decoration products.

Competitions are effective here, as they enable retailers to share incentives to buy (in the form of exclusive, time-limited discount vouchers). Gamification acts as a drive-to-store lever. By organising events directly in-store (such as DIY workshops, demonstrations, prize draws), companies attract customers to their point of sale and encourage them to make purchases.

Example: Aushopping chose Outrun to raise the profile of its shopping centres. The scheme, which focused on customer engagement and recruiting new leads, encouraged web-to-store traffic at this time of year. The campaign achieved an conversion rate: all visitors to the game filled in the form and played, underlining the appeal of the operation.

3. Increase your retention rate

The issue of loyalty is crucial for brands, which need to encourage their customers to return to the shop and buy from the brand. To do this, they rely on a high-quality after-sales service or offer an innovative loyalty program, giving access to attractive benefits (discounts, etc.) as well as personalised services.

The competition can be reserved for the company’s VIP customers. But it also serves as a data collection tool. By refining its customer knowledge, the brand can then share recommendations, targeted resources and advice, depending on the project.

Example: The main aim of Lidl’s ‘Les rendez-vous jardin’ campaign was to increase the visibility and awareness of the chain’s garden catalogue. It aimed to generate leads and collect opt-ins so that they could be ‘fed’ via marketing campaigns throughout the year.

Conclusion

Spring is a crucial time for your home improvement or DIY store. By organising a competition on this theme, you can more easily highlight your seasonal offers, attract shoppers to your shops and win their loyalty with recommendations and personalised content. Find out more about our fun ways to boost your communications during this key sales period!

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