Introduction
In the summer of 2024, Metro entrusted Pigeon Brands and Franchir with the deployment of a dynamic and festive summer tour across selected Metro grocery stores.
Franchir’s mandate covered every aspect, from ideation to production and on-site activation of the kiosk, including:
- Artistic direction of the activation.
- Design, creation, and production of decorative and functional elements.
- Recruitment and management of brand ambassadors.
- Logistical planning for the activation, including transportation, handling, setup, and takedown.
- Hiring and coordination of the artist for the two designated dates, as well as management and setup of the relaxation zone.
Objectives
The three objectives identified by our client, which became the focus of our efforts, were to:
- Create a unique experience to thank customers while strengthening their attachment and loyalty to the brand.
- Showcase and offer tastings of featured supplier products in a festive atmosphere.
- Award loyalty prizes to members of the MOI rewards program.
Game Plan / Strategy
Throughout the summer, Metro had a dedicated team of five ambassadors tasked with setting up and hosting a 20′ x 20′ space in the parking lots of participating Metro grocery stores. We designed a colorful and dynamic space that drew attention and piqued customers’ curiosity, encouraging them to explore the activation and enjoy the installations. The ambassadors provided personalized service to every customer, ensuring alignment with our specific objectives.
The Metro space was divided into three sections:
- The Lucky Wheel
- The BBQ Zone
- The Refreshments Zone
This layout created a natural flow for customers, who could then relax in the dining area to enjoy their snacks in peace.
In two strategically selected stores on the tour, we enhanced the experience by including a live musical performance during the afternoon to generate buzz and offer a more VIP experience for consumers. A performance zone was added to the Metro locations in Sainte-Agathe-des-Monts and Saint-Hilaire, the latter being the tour’s final stop. The performances were promoted on social media to invite customers to join the festivities.
To round out the project, Franchir proposed the production of a recap video to highlight the success of the tour and serve as a promotional tool for future editions.
Results
We can confidently say that the tour successfully created memorable moments and a sense of appreciation among Metro customers, who felt genuinely valued by this special attention.
In total, over 6,000 customers enjoyed the installations throughout the summer.
The ambassador team recorded more than 4,000 participants at the lucky wheel, with approximately 2,800 prizes won!
Highlights
- 12 grocery stores visited
- 2 stores featured a live musician, delighting attendees
- Over 6,000 participants throughout the tour
- More than 4,000 participants spun the lucky wheel, with nearly 3,000 winners
Credits
Client | Metro
Strategic and Creative Agency | Pigeon
Experiential Event Agency | Franchir
Pigeon Account Team | Armelle Dubourg, Marie Pierre Goyer, Judithe Bourgeois
Creative Team | Jean-François Béliveau, Véronique Nicolas, Antoine Neuvrameut, Peter Pigeon, Frédéric Graf
Franchir Account Executive | Mireille Azema
Event Production | Lisa-Marie Minier, Juliana Bedwani
