2012 Results

CAT 38 - Packaging Design (PAC)

BRONZE

Havas 360 (FRANCE)

Joupi Bag, "Joupi Bag"38-02184-PAC
 

Agency (city): Havas 360 France

Art Director(s): Sabrina Leva / Thomas de Belleville

Executive Creative Director: Thomas Derouault / Hugues Pinguet

Advertising Manager: Marie-Claude Morat

Account Supervisor: Anne-Flore Seringe

PR: Delphine Le Floch

CEO: Vincent Mayet / Matthieu Habra

Communication Director of King Jouet Group: Sebastien Pingault

Short explanation

Existing problem:
Make the JOUPI signs more visible, but also entertain in stores our targets : parents and children.

Suggested strategy:
Our strategy has been to differentiate ourselves in this very competitive market.
The challenge was to illustrate the slogan of our sign “Expert en sourires d'enfants" on basic communication tools and to find promotional tactics in the absence of major investments in the media.

- Description of the launch of the campaign and of its implementation
Creative axis:
We created an animated and interactive paper bag that can demonstrate visually and directly to our customer the effect the toy he just bought will have on his kid.
– simple : the bag is empty, the child’s face is sad but when the customer holds the bag by its handles, the child's face shows a big smile.
The success was huge therefore the client decided to continue this year and distribute the bag in over 100 outlets during the christmas activity peak season.

Description

How to illustrate the brand’s Baseline:“Expert in children smiles", and entertain our target in-store with no major media investments ?
With a smart promotional tactic !
We created an animated and interactive paper bag that can demonstrate visually and directly to our customer the effect the toy he just bought will have on his kid.
Concept : Simple ! The bag is empty, the child’s face is sad but when the customer holds the same bag by its handles, the child's face shows a big smile.