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

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

CORUM L’Épargne is just one of the brands that have embraced gamification as a communications tool.This French company, which offers transparents and accessibl savings solutions, has chosen Playable Marketing coupled with sports sponsorship to raise its profile and effectively address its audience.

In this article, we’ll look at the relevance of gamification in meeting marketing challenges of the banking sector in general, and CORUM l’Épargne in particular. Through examples of playable campaigns she has run alongside Adictiz, Lucie Odoux, Head of Sports Sponsorship, shares with us the best practices she has learned from them.

SUMMARY

Why has CORUM l’Épargne chosen gamification to optimise its marketing campaign ?
2 examples of successful gamification campaigns
3 tips for boosting marketing awareness through gamification

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

The banking sector is facing a number of challenges: creating a closer relationship with a younger audience, improving the customer experience, increasing user loyalty, adapting to new digital communication and usage channels, and so on.

To meet all these challenges, and in particular to strengthen its reputation, CORUM l’Épargne has decided to implement a gamification strategy. As the company has been heavily involved in sport sinces 2018 (supporting 21 athletes in a wide variety of disciplines), gaming is part of its brand DNA. But above all, playable marketing enabled it to achieve several of its commercial objectives.

Boosting awareness marketing through gamification

Above all, gaming is an excellent way to satnd 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 primary objective is to develop its brand awareness. The idea is to multiply the points of contact with its audience via interactive and engaging experiences, in order to work on the presence of mind.

The games enable the company to collect new contacts (via opt-in forms for subscribing to its mailing list and sharing opt-in forms)). New contacts that the company would not necessarily have been able to reach with more traditional communications, such as members of GenZ for example.

Generally speaking, playable marketing is an excellent way of modernising your brand image and humanising your branding. Interactive formats are highly effective in engaging audiences around unifying values and creating a strong 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 and savings, play-based marketing can also be a way of raising awareness and educating customers. This is especially true when you’re targeting a fairly young audience, for whom it’s important to share good practice in a fun way.

With these marketing games, CORUM l’Épargne is making its saving message much more accessible. It is also demonstrating transparency, a strong value for the company, by helping its users to understand where they are investing their money.

Improving customer relations and building audience loyalty

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

It’s also a lever for maintaining contact that has been established with prospects and new customers by collecting opt-in data. But also by collecting customer data (via a participation form or by analysing interactions within the game) so that they can be reactivated later with personalised, and therefore more 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

The company was involved in sailing, with a boat taking part in various races such as the Vendée Globe and the Route of Rhum, and decided to use this as a lever to raise its profile. With the boat due to undergo major modifications before its next participation in a race, CORUM L’Épargne took the opportunity to involve its audience in the project to decorate the hull and sail.

The Customizer mechanism was ideal for inviting users to suggest ideas for decorations (with elements chosen by the brand beforehand). The players were then able to submit various proposals for the artistic decoration of the boat.

The campaign worjed very well with the CORUM L’Épargne audience, as it allowed them to take an activa part in a mjor project for the brand and let their creativity shine through. The Customizer enabled the company to achieve an excellent opt-in rate (via subscription to its newsletter) and thus raise its profile with its target audience.

A game mini-site to optimise your sports marketing

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

As sport is a powerful lever for reaching a wide audience, but also for engaging its public and uniting them around strong values, the company has combined its sports marketing to its gamification strategy. To this end, it has launched a site with six mini sports games allowing users to discover six of the athletes supported by the brand.

This immersive experience enabled CORUM to bring participants into the sporting world of its athletes, while maximising the time spent with brand.

3 tips for boosting marketing awareness through gamification

Drawing on her experience of gamified marketing, Lucie Odoux shares 3 tips on how to optimise your campaigns and turn them into powerful levers for building brand awareness.

Choosing the right entertainment format, depending on tis strategic objective and target audience. They key is to offer an interactive experience that is aligned with the brand’s universe (in this case, sport) and the results you want to achieve. To boost its brand awareness, CORUM relied on popular sports games, but also on initiatives that anebled its audience toget involved in a major renovation project.

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

Equip yourself with an effective gamification marketing tool. CORUM chose Adicitiz to give it access to a wide variety of games that are both highly adaptable and easy to customise ot its challenges. It also enlisted the support of the Adictiz teams to create high-quality, innovative experiences and work on the media coverage of its campaigns to reach the right targets.

Conclusion

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

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

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In store animation: Galeries Lafayette opts for gamification

by sarah Biteau | 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?
Gamifying in-store sales events: the Galeries Lafayette example

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.

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.

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).

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.

Request a demo

Ouest France: how to attract new users through gamification

by Agnes Constant | Oct 8, 2024 | Use Case, Collect data, Lead gen strategy, Lead gen strategy, Collect data, Use Case

Developing a mailing list and attract new users are key issues. Once subscriptions have been made and opt-in obtained, this audience can receive information about services or products.

There are several ways of encouraging prospects to register for a tool, service or platform. The collection of opt-ins and registration can be offered at different points in the marketing journey. By optimising this strategy, brands can expand their audience and hope to convert and retain a large number of customers.

Marketing highlights, when consumers are interested in brand content, are crucial moments. By creating effective campaigns, using techniques such as gamification, brands can collect enriched and reactivatable opt-ins.

In this article, we explore how to turn a branded event into an opportunity to attract new users. We will look at the notion of enriched opt-ins and how they can encourage the act of buying. To illustrate this, we’ll take the example of a campaign run by the Ouest France media.

SUMMARY

Marketing challenges in the press sector
Attract new users to meet media challenges
Gamify a special event to collect enriched opt-ins

Marketing challenges in the press sector

In the age of the Internet and social networks, the press media are faced with marketing and commercial challenges. It is becoming complicated for companies to maintain their financial health, given the competitors that have emerged. These include pure-play media (such as Mediapart), which have taken on the print media, as well as influencers and content creators. The latter represent an alternative to traditional media (among the younger generation).

Among the challenges facing the sector, the media point to the decline in advertising and their traditional sources of revenue. They have had to turn to new business models (the paywall, which consists of offering certain content free of charge to encourage visitors to take out a paying subscription).

Trust in information is a priority for the media. They cite the accuracy of the content (40%), being perceived as a trusted medium (23%), as well as audience development (17%) as the main issues they need to work on. The veracity of information and the reliability of sources are at the heart of their concerns, particularly in the face of the arrival of AI.

Attract new users to meet media challenges

To meet these challenges (standing out from the competition, converting readers, creating a bond of trust), the media are turning to attract new users and enriched optins (collecting preference data in addition to user consent).

By developing their mailing lists and subscriber bases, companies can build up an audience with which to communicate directly (via personalised emails). An audience can be nurtured (this is known as lead nurturing) to provide them with high value-added content. This may involve encouraging them to create an account or take out a paid subscription in exchange for benefits (exclusive offers).

The registration will create a link between the prospect and the media. It will enable the company to achieve several objectives that are crucial to its growth:

Better understand your audience and collect their preferences (content categories and formats, preferred information channels). This data will enable the media to adapt its editorial line and offer personalised newsletters;
Reactivate users interested in the media by offering them incentives to create an account or even take out a paying subscription (discounts, goodies, etc.);
Generate visits by offering relevant content that encourages subscribers to visit the site. This increase in traffic will enable the company to negotiate advertising partnerships and generate greater revenue.

Gamify a special event to collect enriched opt-ins

Gamification is an effective way of collecting registrations and enriched optins. The interactive and playful nature of the game mechanics helps to attract and capture the attention of its target audience.

By offering a reward in return (discount, voucher, exclusive content), the media can easily encourage their audience to share their email and consent to the communication being sent.

This strategy is effective when it is implemented during a peak marketing period. Users are alert to the opportunities that brands can offer and are more inclined to make a purchase. The end-of-year festivities are a high-consumption period. A media audience will be looking for good deals to save on a subscription, for themselves or as a gift.

With an opt-in valid for 13 months, the media will be able to use gamification to re-engage their database (and collect new data).

The example of Ouest France

The Ouest France media chose to use gamification marketing to animate its audiences during the month of December. In fact, the aim of the campaign was to develop this audience.

Participants in the operation had to create a Ouest France account to take part in the Advent Calendar. To reach a wide audience, the competition was broadcast on the newspaper’s website, on its app, in the press and via email campaigns.

Every day, from 1 to 24 December, Ouest France offered an animation in the form of boxes to be opened. After creating an account and filling in the collection form, participants could win attractive prizes such as a holiday, household and high-tech appliances, shopping vouchers, etc.

The objective was more than achieved, since 25% of the participants in the operation came from the creation of a new account (i.e. 21,000 new accounts created via the operation).

Ouest France was able to capitalise on the engagement to collect enriched opt-ins on different themes (thematic preferences of future readers). The medium was then able to use this data to encourage subscriptions via targeted retargeting email campaigns.

Conclusion

Gamification, particularly during a peak period in the marketing calendar, is an excellent strategy for attracting new subscribers and enriching your customer base. Discover
our marketing animation catalog and boost customer account creation!

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

Request a demo

Kiabi builds its lead generation marketing strategy around gamification

by Agnes Constant | Jul 2, 2024 | Animation, Animation, Captivate the audience, Captivate the audience, Use Case, Use Case

In today’s dynamic fashion industry, Kiabi stands out for its accessible style and innovative marketing approach. The brand has implemented a strategy focused on gamification. And this via a partnership with Playable marketing solution Adictiz from 2014.

This alliance has enabled Kiabi to successfully navigate through various objectives throughout the year. We invite you to discover how Kiabi excels in achieving objectives such as lead generation, brand awareness, data collection and CRM enrichment through gamified campaigns.

SUMMARY

Gamification at the heart of lead generation at Kiabi
Lead generation: Kiabi’s high-performance campaigns

Gamification at the heart of lead generation at Kiabi

Kiabi has chosen to deploy an innovative Playable marketing strategy. To meet its animation, engagement and data collection objectives. This 360° gamification strategy is built around the creation and distribution of interactive experiences.

By enabling targets to interact with content during brand highlights, Kiabi consolidates its presence and captivates its audience. This approach is not limited to capturing attention. It extends to lead generation. By encouraging sharing and virality, gamification enables Kiabi to attract leads that have an affinity with the brand, helping to establish meaningful relationships with prospects.

With the disappearance of third-party cookies, Kiabi has successfully met the challenge of collecting first-party data in an ethical and transparent way. Thus providing its CRM with a qualitative and sustainable input for future activations.

We invite you to explore 3 operations launched by Kiabi. These demonstrate their mastery of playable marketing in the pursuit of their strategic objectives.

Lead generation: Kiabi’s high-performance campaigns

The impact of Kiabi Casting on lead generation

Since 2015, Kiabi has been offering an annual month-long casting operation. It takes the form of an engaging photo contest. This initiative offers its customers the chance to become the emblematic faces of upcoming collections. They are propelled to the rank of muses during an exclusive photo shoot. The aim is to highlight the value of customer loyalty. According to Kiabi, customers are more authentic and representative of the population’s diversity than traditional models.

The Casting 2024 campaign focuses on lead generation, encouraging customers to submit their photos to apply. It’s also an opportunity for participants to vote for their favorite candidates.

Adictiz Ads media campaigns amplified the effectiveness of the campaign. They targeted the most sought-after profiles, such as young professionals, families and seniors, on social networks.

The results are remarkable: 1.37 million registrants with an average opt-in rate of over 50% in a total of five countries.

This initiative demonstrates how Kiabi has successfully merged engagement, qualified lead generation and advertising effectiveness.

Kiabi highlights its Kiabi Community platform with a Swiper

Kiabi Community is a community platform created by Kiabi, focusing on mutual support between Size+ women. It has been extended to include parents. The aim was to understand and meet the needs of its customers.

By joining this community, members can exchange ideas, influence product design and preview products. Their opinions play an essential role in the development of the product range. This enables Kiabi to adapt to customer expectations.

To promote the Kiabi Community platform, Kiabi has launched a campaign focused on concept promotion, lead generation and conversion.The Swiper mechanism was chosen to achieve these objectives.

Participants had to swipe to select their favorite looks. By entering the draw via the form, they had a chance to win Kiabi gift cards. At the end of the game, participants discovered which items had been highlighted.

The campaign raised awareness of Kiabi Community among a targeted audience. The results attest to its success, with over 14k registrations for the game, half of them via Adictiz Ads media coverage.

Kiabi qualifies its lead base

The life of a brand is built around the promotion of products or collections. With particular attention paid to the relationship with the products’ target audience. To promote its “Bienvenue Bébé” collection among young parents, Kiabi chose to interact with them through a highly attractive game: “Flip & Win”.

This experience was based on the principle of instant win. There were prizes such as baby care products to be won.

This initiative offered the brand an opportunity to get noticed and generate new leads, and to enrich its database by collecting information such as babies’ first names and ages. Thanks to this operation, Kiabi was able to help young parents prepare for the arrival of their baby, thus strengthening their loyalty to the brand.

Kiabi was able to recruit over 170,000 users to its operation, including 20% of subscribers from Adictiz Ads media campaigns. This strategy, combining lead generation and data enrichment, enabled Kiabi to qualify its audience for more targeted communications. Reinforcing its position as a brand focused on engagement and customer satisfaction.

Conclusion

Kiabi stands out in the fashion industry by adopting an innovative gamification-based marketing strategy, in partnership with playable marketing platform Adictiz. This approach has enabled the brand to navigate through a variety of marketing objectives, highlighting its expertise in lead generation, awareness building and data collection.

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

Request a demo

Influencer marketing campaign: the example of Celio

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

It cannot be repeated often enough: social networks have completely transformed the way brands communicate. Influencer marketing is adapting to these new codes and is now 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 highly engaging campaigns. This is particularly true of Celio, the men’s ready-to-wear brand.

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

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

SUMMARY

La caisse des Pères: a perfect example of an influencer marketing campaign
Marketing game mechanisms to borrow from Celio
Influencer marketing: an effective lever for your marketing games?

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 :

follow Celio and influencer partner GMK on Instagram,
like the publication presenting the competition,
comment on it and then share it with two of their friends (or re-share the post as a story)

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 excellent example of an original marketing campaign that results in an unprecedented boost in visibility and engagement!

Marketing game mechanisms to borrow from Celio

If Celio’s competition has had such a huge impact, it’s not just 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 a good understanding of gamification mechanisms to apply to your marketing campaign. you can take inspiration from this by following the best practices that have been applied for this marketing game.

Choosing the right prize

The success of a competition depends above all 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 very tempting indeed.

What’s more, to maximise the impact of its marketing campaign, the brand teamed up with an influencer specialising in sports cars. The community that was redirected to Celio’s competition was obviously very 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 anything from the brand to win the car. Celio is thus considerably widening its audience and proving its generosity (since in exchange for such a gift, it expects nothing more than a little 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 simple form to fill in. This was an effective strategy, as it was easier for the brand to implement, while at the same time allowing it to naturally redirect participants to its site (and thus encourage them to place an order on its online shop).

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

visibility and engagement on its social networks;
traffic to your website and therefore potential sales in your shop.

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. As already mentioned, GMK is a particularly good choice because its community is naturally interested in the prize, and therefore more likely to take part.

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.

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.