Bergère de France needed to animate its shops to increase business and maintain the relationship with its customers: though very loyal, the customers of creative products frequently need to be fed with renewal and expect the brand to be creative and stimulating as well.

The objective was to design a promotional campaign that would engage customers in the shop in a creative way.

Based on a simple insight ("The better you knit, the more you save"), the agency used the brief as an opportunity to challenge the conventions of promotion operation by creating the first ever customer-generated (wool) discount coupon.

The idea:

Directly address to the brand's customers, the operation offers them to use their creativity to beat the crisis:

1. they go in the shop and are given a brochure presenting the technical explanations to make one of the 4 discount coupons (-5, -10, -15,- 20%)

2. they knit their coupon with their cast-off yarn

3. they bring back the knitted coupon in a BDF shop and get the discount.

The initiative vastly exceeded expectations and in one specialist store in Bordeaux, over 200 brochures were picked up in the first week and the first completed coupon (for 20%) was handed back in just 4 days.

Fun and engaging, the operation is yet grounded the DIY approach, offering people to find a useful way to transform and re-use wool they would have spared – works with any cast-off wool, even from other brands.

Also fully aligned with the brand's core values (DIY, material, creativity), it embodied in a creative way its very heart by enhancing the fantastic potential of wool: this operation offers passionate knitters to knit more thanks to their talent in knitting.