“Le drugstore parisien” is a small, new and virtually unknown retail concept store just a few streets away from major Parisian department stores such as Les Galeries Lafayette and Printemps. These famous stores spend millions on advertising, attracting the majority of both Parisian and international tourist traffic, and customers rarely stray even a few streets away from the famous ones. Our challenge was to generate in-store foot traffic, spend as little as possible, and do it quickly.
The Parisian Rendezvous
Parisians are crazy about self-service scooter mobility. In fact, given the French capital’s infamous traffic and pollution issues, it has become a great city for testing new modes of transportation. Lime, the market leader brand, launched its services in June 2018 and since then have deployed over 2 million scooter rentals (more than 30,000 rentals a day), a perfect opportunity to turn this trend into traffic.
One beautiful Paris evening, we “borrowed” all the self-service scooters in the department stores’ neighbourhood and parked them in front of “le drugstore parisien”. We called it “The Parisian Rendezvous” and since each scooter is equipped with a GPS tracker, people who were searching for their scooter automatically found our boutique. Parfait.
During the summer of 2019, “le drugstore parisien” probably became the world’s most geo-localized boutique. To ensure there always were scooters in front of the store, we rewarded users who rode their scooters and parked in front of the boutique with store discounts.
Most crucially our creativity inspired the growth of store visits by over 50% with zero euros invested in media. In addition, we reached an all-time high for the retailer, gaining over 850K media impressions on day one of the campaign.
Our inventive “le drugstore parisien” solution was not only awarded a Lion by the Cannes Lions International Festival of Creativity but also received a prestigious ‘Best in Show’ Grand Prix award from the European EPICA Awards.
2019 Cannes Lions