Every New year is a pretext for offering best wishes to customers, and no advertiser or brand escape from this. Intermarché was looking for its own unique way of doing this that would modernize the brand image.

Even if 93% French people make new year’s resolutions, only 12% of them actually keep them : it was time to reverse this trend!

In 2015, Intermarché did more than present its best wishes, it contributed to making those wishes come true.

How? By helping them keep their new years resolutions thanks 6 surprise boxes containing a selections of goods and advices to hold on to 6 of the most popular resolutions :

- Get fit again

- Discover the world

- Meet a nice guy

- Look better after yourself

- Have more fun in bed

- Help the planet

An in-store activation came with a 100% mobile plan of action with a contextualized display and geolocalized broadcasting.

This was combined with an activation on social networks with a contest where you could win one of 50 surprise boxes. The game was based on fans’ comments to guess what was hidden in each box, thereby creating curiosity.

At the beginning scheduled for only one point of sale, ultimately is used it has been in a hundred stores.

The campaign touched nearly 1.6 Million people, and was massively relayed, creating curiosity:

-> of the influencers

Tens of articles / posts from journalists and bloggers (Stratégies, Marketing PGC, Emilie Ros…) who gave overwhelming support to this idea judged to be “fashionable and differentiating”

-> of the consumers

216 000 clicks within the 1st week, with 169 731 clicks on interstitial and expand banners.

37 000 interactions on social networks on Facebook, Twitter, Instagram, Pinterest…

1.6 million people reached

46 317 clicks on Facebook

36 851 conversations with fans who tagged their friends in comments, demonstrating the viral aspect of the Facebook operation.

148 Tweets

All the boxes have been distributed.