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Corum L’Épargne: sports marketing and gamification to boost brand awareness

Corum L’Épargne: sports marketing and gamification to boost brand awareness

by | Dec 3, 2024 | Branding, Captivate the audience, Use Case

CORUM L’Épargne is one of the brands that embraced gamification as a communications tool. Indeed, this company offers transparents and accessible savings solutions. They chose Playable Marketing coupled with sports to raise their profile and address the audience.

In this article, we’ll look at the relevance of gamification in marketing challenges of the banking sector, particularly with CORUM l’Épargne. Through examples of playable campaigns made alongside Adictiz, Lucie Odoux, Head of Sports Sponsorship, shares with us the practices she learned.

SUMMARY

Why has Corum l’Épargne chosen gamification to optimise its marketing campaigns?

On one hand, the banking sector is facing challenges. From creating a closer relationship with a younger audience and improving experience to increasing loyalty by adapting to new digital communication and usage channels.

On the other hand, to strengthen its reputation, CORUM l’Épargne decided to implement a gamification strategy. As the company has been involved in sport since 2018 (supporting 21 athletes in various disciplines), gaming is part of its DNA. Above all, playable marketing enabled it to achieve several of its objectives.

Boosting awareness marketing through gamification

Above all, gaming is a way to stand out from the crowd and reach a wider audience.

As Lucie Odoux, Head of Sports Sponsorship, explains in her testimonial:

Gamification allows us to address a new audience, or at least our audience, but in a different, more playful way. It allows players to spend more time with the brand, without really realising it.

By offering fun marketing games, CORUM l’Épargne’s objective is to develop its brand awareness. The idea is to multiply the points of contact via interactive experiences.

In fact, games enable the company to collect contacts (via subscriptions to its mailing list and opt-in forms). Contacts that the company would not have been able to reach with traditional communications.

Generally speaking, playable marketing is a way of modernising your brand image and humanising it. Interactive formats are effective to engage audiences around unifying values. Also, they permite to create an emotional bond that traditional communications (static advertising, etc.) are unable to generate.

Raising awareness of the need for better financial management

In a sector as complex and sensitive as banking, play-based marketing is a way of raising awareness and educating customers. This is true when the target is a young audience, for whom it’s important to share practices in a fun way.

With these marketing games, CORUM l’Épargne is making its saving message accessible. Also, it demonstrates transparency, a strong value, by helping its users to understand where they are investing.

Improving customer relations and building audience loyalty

Finally, gamification helps to strengthen the bond with the audience: a major challenge for a 100% digital player like CORUM L’Épargne. Gamification makes it possible to extend the time spent with the brand. Indeed, that creates a stronger customer relationship, based on positive emotions such as surpassing oneself, creativity, etc.

It’s also a lever for maintaining contact established with prospects and customers by collecting opt-in data. But also by collecting data (via a participation form, by analysing interactions) so that they can be reactivated later with personalised and powerful content.

2 examples of successful gamification campaigns

To achieve these objectives, CORUM L’Épargne has set up two gamification campaigns:

A customizer to boost your marketing profile

Corum L’Épargne is involved in sailing, with a boat racing at the Vendée Globe and the Route of Rhum. They decided to use this lever to raise the brand’s profile. Therefore, with a boat due to undergo modifications before its participation in a race, they took the opportunity to involve the audience to decorate the hull and sail.

A Customizer mechanism is ideal for inviting users to suggest ideas for decorations (with elements chosen by the brand beforehand). Players were able to submit proposals for the decoration of the boat.

That campaign worked very well with the audience, as it allowed to take part in a project and let creativity shine through. Moreover, the Customizer enabled the company to achieve an excellent opt-in rate (via subscription to its newsletter) and thus raise its profile.

Customizer Corum

A game mini-site to optimise your sports marketing

CORUM L’Épargne also used Playable Marketing to reaffirm its commitment to sport. As a reminder, the company supports 21 athletes in various disciplines, from fencing and climbing to judo and Formula 2 racing.

As sport is a lever for reaching a wide audience, the company combined sports marketing to gamification strategy. To this end, it has launched a site with six mini sports games allowing users to discover the athletes supported by the brand.

This experience enabled CORUM to bring participants into the sporting world while maximising the time spent with the brand.

corum l'épargne gamification sport

3 tips for boosting marketing awareness through gamification

Using her experience of gamified marketing, Lucie Odoux shares 3 tips on how to optimise campaigns and make them levers for building brand awareness.

  • Choosing the right format, depending on a strategic objective and target audience. The key is to offer an interactive experience, aligned with the brand’s universe (in this case, sport) and the results you want to achieve. As an example, CORUM relied on sports games, but also on initiatives that enabled its audience to get involved in a renovation project.

  • Track KPIs to assess the effectiveness of your campaign and improve what needs to be. CORUM L’Épargne wanted to raise its profile, so it monitored its brand image with a large panel. Also, they monitored the number of subscribers on social networks and the opt-in rate (two metrics for assessing its ability to reach a new audience).

  • Equip yourself with a gamification marketing tool. CORUM chose Adicitiz to give it access to a wide variety of games. Indeed, they need to be adaptable and easy to customise to challenges.With the support of the Adictiz teams, they created high-quality, innovative experiences and work on the media coverage of its campaigns to reach the targets.

Conclusion

Gamification is a highly effective way of boosting brand awareness in marketing. Expand your audience and strengthen your brand image with our interactive and fun advertising tools.

 

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

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In store animation: Galeries Lafayette opts for gamification

In store animation: Galeries Lafayette opts for gamification

by | Nov 5, 2024 | Animation, Animation, Captivate the audience, Captivate the audience, Use Case, Use Case

Even if consumers are increasingly buying online, the fashion sector is particularly concerned by in-store sales. We continue to visit stores to touch fabrics, appreciate cuts and colors and, above all, try on clothes.

On average, going in store to try and pay for their purchase is still preferred by 65% of French people.
However, this preference is declining among young people, forcing brands to revitalise their physical points of sale in addition to their online channels, in particular by organising an in store animation.

Whether to boost brand awareness, increase store and website traffic sales promotion is an essential marketing lever. In fact, it permits to generate more sales and build loyalty through a unique shopping experience. It has an even greater impact when it immerses customers in the brand’s universe, notably with in-store competitions offered via QR codes or interactive terminals.

In this article, we’ll take a look at Galeries Lafayette’s animated marketing strategy, through several examples of campaigns.

SUMMARY

What is an in-store marketing event?

An in-store brand promotion is a commercial operation designed to boost the appeal and profitability of physical points of sale. Its one-off or regular actions can, for example, serve to promote the brand’s image. In fact, it provides greater visibility for a new product launch, it also boosts sales and builds loyalty.

Depending on the expected results, marketing activities can take a variety of forms: product demonstrations, competitions, distribution of discount coupons, treasure hunts in the aisles, and so on.

In all cases, the ultimate goal is to capture the public’s attention, be it the store’s visitors or the brand’s audience. Online, we speak of a drive-to-store strategy. The aim is always the same: to increase in-store traffic.

Gamifying in-store sales events: the Galeries Lafayette example

Despite its well-established reputation, the brand is innovating to enhance the appeal of its stores, and attract and retain customers.

For several years now, the company has relied on marketing gamification (the integration of interactive and playful elements into its marketing activities) to energize its points of sale and online campaigns.

1. Boost store awareness with brand animation

The primary benefit of in-store marketing events is to raise brand awareness. In-store marketing events give the brand greater visibility, help it stand out from the competition and attract consumers to the store.

This includes the creation of POS (point-of-sale) advertising. The brand will therefore develop advertising media installed directly in its shop (in the window, in front of the shop entrance, on the shelves) to promote the point of sale itself, a brand event or a product.

To arouse the curiosity of consumers, Les Galeries created Tesla stands in their stores, giving the partner brand a high profile via an interactive quiz organized during the Weekend de l’homme. By exhibiting cars and offering great prizes (a weekend in a luxury hotel with the loan of a Tesla), the brand was able to attract a large number of participants to the in-store operation.

galerie lafayette animation

2. Engaging in-store audiences with interactive kiosks

In-store marketing operations can also be designed to liven up the point-of-sale and engage customers and encourage them to make a purchase (or increase their average shopping basket). Marketing contests, offered via interactive terminals displayed in store allows you to :

  • generate more interaction with customers,
  • maintain their interest through fun activities,
  • strengthen the relationship with the brand, in particular through the possibility of winning an attractive prize.

For Mother’s Day, Galeries Lafayette offered its customers a 100% winning one-armed bandit. Accessible via interactive terminals installed for 3 days in 6 stores in France, the aim of this marketing campaign was to energize sales outlets during this commercial highlight.

The marketing game was also available in mobile format in all stores of France via a QR code displayed on site. This omnichannel strategy enabled the brand to increase the engagement and reach of its campaign. It was able to animate all its stores with particularly attractive prizes (Relais Châteaux stays, bouquets of flowers, gift cards, promotional codes, etc.).

These rewards also enabled the brand to target a second conversion objective. By offering generous value gift cards, this brand strategy boosted sales and collected qualified leads, which could then be reactivated with offers at the end of the game.

example gamification in store

3. Build customer loyalty and increase in-store re-purchase rates

Last but not least, in-store marketing events can help to reinforce a sense of belonging to a brand community and build customer loyalty.

Galeries Lafayette has once again relied on gamified animations to reenchant its in-store loyalty program. By organizing a Wheel of Fortune, the company was able to increase the visibility of the Galeries Lafayette Mastercard, through a post-purchase activation.

The Mastercard campaign was based on the Gate Code principle, whereby participants had to enter a code received after an in-store purchase (by email) to access a game of instant wins, and thus gain a chance to win gift vouchers. The campaign met its retention targets with over 2 codes entered per participant (and as many in-store purchases made with the card).

Wheel of fortune Galeries Lafayette

Conclusion

Organizing in-store marketing events is an innovative and creative way to captivate and engage customers. Inspired by the Galeries Lafayette use case, you can boost traffic and sales in your stores. Discover our catalog of gamified sales animations and customize them to suit your objectives and brand universe.

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

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Influencer marketing campaign: the example of Celio

Influencer marketing campaign: the example of Celio

by | Jul 28, 2023 | Audience engagement, Engagement, Use Case

Social networks have transformed the way brands communicate. Influencer marketing is adapting to these new codes and is focusing on levers such as gamification, interactivity and influence.

The brands that come out on top are those that take advantage of these levers to create engaging campaigns. This is true for Celio, the men’s ready-to-wear brand.

In the run-up to Father’s Day 2023, Celio has organised a campaign which combines the ingredients we’ve mentioned. La caisse des Pères combines gamification, interactivity and influencer marketing in collaboration with content creator GMK.

Launched via our gamified marketing platform, we take you behind the scenes of an original and effective competition. You’ll also find some practices for launching your own campaign.

SUMMARY

La caisse des Pères: a perfect example of an influencer marketing campaign

To celebrate Father’s Day and promote its collection of t-shirts created for the occasion, Célio opted for a marketing game. The principle was simple: participants had to :

For the version of the competition on the Celio website (and not on social networks), participants had to fill in a form. In-store, the brand’s customers could simply scan a QR code to go straight to the entry form.

influencer marketing game competition campaign

The prize for this no-obligation competition is a second-hand (77,990km) 2017 Audi RS6 avant performance 605, registered in France and with a street value of €81,900.

And the results are in: in just 3 days, 780,000 people signed up for the competition and Celio’s Instagram account registered over 800,000 new followers! It’s an example of an original marketing campaign that results in a boost in visibility and engagement!

Marketing game mechanisms to borrow from Celio

If Celio’s competition has had such a huge impact, it’s because the brand is serious about Father’s Day and has pulled out all the stops for the occasion, as it explains in its press release.

Above all, it’s because it has an understanding of gamification mechanisms to apply to a campaign. You can take inspiration from this by following the practices that have been applied for this game.

Choosing the right prize

The success of a competition depends on the appeal of the prize. In the case of Celio, the brand had put a car up for grabs, presented as every father’s dream car. Valued at over €80,000, the prize is tempting indeed.

What’s more, to maximise the impact of its campaign, the brand teamed up with an influencer specialising in sports cars. The community that was redirected to Celio’s competition was obviously interested in the chance to win an Audi.

Simple (for participants) and effective (for the brand) participation conditions

As mentioned above, the Celio competition was open to everyone, with no obligation to buy. So you didn’t have to buy from the brand to win the car. Celio is thus widening its audience and proving its generosity (in exchange a gift, it expects nothing more than a strength on the networks or the sharing of personal data).

In addition to its marketing campaign on Instagram, Celio also ran its competition on its website via a form. This was an effective strategy, as it was easier for the brand to implement. While at the same time allowing it to redirect participants to its site (and encourage them to place an order).

So it kills two birds with one stone and collects more :

  • visibility and engagement on its social networks;
  • traffic to your website and potential sales.

A multi-channel competition for even greater impact

In addition to the very accessible participation conditions, Celio succeeded in multiplying the impact of its marketing campaign by launching it across several channels. Audiences could participate via social networks, directly on the brand’s website, and also in-store by scanning a QR code to access the form.

This multi-channel strategy makes it possible to reach a larger number of potential participants. It also helps you to achieve a number of different objectives: gather data on your target audience, boost sales, increase your profile on social networks and expand your audience.

Influencer marketing: an effective lever for your marketing games?

The great strength of Celio’s original competition was also its partnership with an influencer. Comme on l’a déjà mentionné, le choix de GMK est particulièrement judicieux puisque sa communauté est naturellement intéressée par le lot à remporter, et donc plus susceptible de participer.

But above all, with almost 4 million followers on Instagram, Celio is considerably increasing the reach of its marketing campaign among an audience of young men who are a good match for its buyer persona.

The partnership with GMK was not limited to announcing the marketing game, as the influencer regularly posted updates on the random drawing and the discovery of the car by the winner and his father. Celio has perfectly understood how to maximise the impact of influencer marketing.

influencer marketing

The brand is banking on a privileged, long-term partnership with the content creator. And she’s taking advantage of GMK’s publications to tease a new competition in the near future to win another car!

Want to launch your own gamified marketing campaign? Discover our solutions for creating a marketing campaign as powerful as Celio’s.