Like Day of the Dead in Mexico, ghosts return from the other world during Ghost Month and people hold the Zhongyuan Pudu ceremony to provide food offerings to them for peace. It brings retailers like Carrefour enormous sales due to the need to purchase offerings. However, the young generation neglect the tradition, seeing Pudu as an outdated custom for the elders, lacking the motivation to purchase offerings. As elderly buyers who follow the tradition decrease, the sales of Ghost Month decrease. To draw young shoppers to Carrefour during this major sales season in Ghost Month, we need a strong point of attraction.

Like Day of the Dead in Mexico, Taiwan’s Ghost Month is when ghosts return from the other world and people hold the Zhongyuan Pudu ceremony to provide food offerings to them for peace. However, the young generation neglect the tradition, seeing Pudu as a custom for the elders, lacking the motivation to purchase offerings. When the NFT market grew 21350% in 2021 and 71% GEN Zs are eager to join the metaverse, we find the young generation are drawn to web3.0. Therefore, we created the Carrefour Metapudu, a web3.0 experience to refresh the customs of Ghost Month with a futuristic image, engaging young consumers to Ghost Month at Carrefour.

Let’s do the Zhongyuan Pudu ceremony the web3.0 way in the metaverse!

NFTs as offerings!

For the young generation, NFTs and the metaverse are the entry to the web3.0 era which is the future to live in. The young consumers of Carrefour in Taiwan share the same idea although not all of them know how to join the new era. Therefore, we turn Carrefour into a newbie-friendly portal to web3.0 for them to obtain their first NFT and experience life in the metaverse.

Using the tradition of Ghost Month, we created the Metapudu to envision the scenario of holding the Pudu ceremony in web3.0 era when the ritual is done in the metaverse and NFTs act as offerings. With the idea combining NFTs and the metaverse, we attracted young consumers to Carrefour to shop and experience the future life they look forward to.

This Ghost Month, Carrefour minted the metaverse’s first offerings NFT!

We know the offerings were the soul of the Carrefour Metapudu to build the experience of doing the Pudu ceremony in web3.0. Therefore, we used the NFT offerings as the center to develop the interaction process. Based on the combination of the tradition in Ghost Month and the metaverse style, we designed the NFT and an immersive scenario to visualize the core idea.

▶ Carrefour Metapudu sweepstakes website: picture the futuristic image of the web3.0 Pudu.

Using the temple as an icon of the customary ritual, adding cyberpunk style to highlight the metaverse scenario, we created a place to showcase the NFT offerings on a Pudu altar. When consumers enter the drawing for an NFT, they completed a Pudu ceremony by following the customs but in the metaverse way.

▶ The Metapudu NFT collection : meta-versify the web3.0 food offerings

There were five NFTs of 3D dynamic objects including the four major sorts of food offerings: snacks, instant noodles, fruits, and three animal sacrifices; and one non-offerings special edition representing the ecological conservation goal of Carrefour. Designed by a GEN Z artist, the NFTs are in neon style with a touch of cyberpunk.

Furthermore, with NFT AR filter of OurSong (the NFT platform app), the collectors can put the metaverse’s first NFT offerings into the real world, crossing Pudu over to web3.0.

1. Carrefour won the buzz on social media among target audience by being the first retailer in Taiwan to mint NFT.

2. Over 110K people participated in Carrefour’s Metapudu on the campaign site.

3. Within 12 hours of release, over 1,300 members obtained their first ever NFT.

4. The volume of NFTs exchanged reached 106% of similar activities.

5. The Metapudu NFT remained in the top 10 ranking on OurSong for 3 consecutive weeks.

6. NFT attracted new Carrefour memberships by 110% over the previous year.

7. Number of orders on Carrefour online store increased by 105% over the previous year.

8. Impressions of Metapudu NFT campaign reached 538%.