Campaign details

Brand: Monoprix
Brand owner: Monoprix
Lead agency: J. Walter Thompson Tunis, Chifco
Contributing agencies: Mindshare Tunisia
Country: Tunisia
Industries: Supermarkets & grocery stores
Media channels: Games & competitions, Mobile & apps, Social media, Virtual & augmented reality
Budget: Up to 500k

Executive summary

With 7 million smartphone users in Tunisia, the new mobile economy has disrupted many categories, forcing brands to step out of their comfort zones and step up their game. Monoprix, a leading supermarket in Tunisia, aimed to create a value proposition that would not only boost the store experience but also attract a younger generation of shoppers and put a smile on their faces big enough to make them stay.

The retailer chose to ride the multi-reality trend and cross its brand app with an immersive experience dubbed Monoprix Go: an AR (augmented reality) game during which consumers catch exclusive gifts in Monoprix stores.