King Jouet is not just any retailer – the brand sells toys. We needed to devise a promotional campaign that captured the essence of the brand: fun.

We created a line of wrapping paper that we gave away in stores like a conventional coupon. Once the paper was unrolled, children had to look for our lion logo.

The promotion was designed as a game – we created a scene with the lion hidden inside. And we hid him well! Once customers found the lion promotion, they could return to the store for a 20% discount on their next purchase.

We created real wrapping paper in the standard 200 x 70 cm format. The scene we created for the children to search has more than 200 characters, all drawn by hand. We analyzed the average size of the retailer’s toys and placed the promotion such that it would never get cut away. The rolls of wrapping paper coupons were displayed near the registers in King Jouet stores. For customers, receiving a discount was as simple as taking a piece of wrapping paper. And because we wanted the children to spend time with the wrapping paper, we made the lion very hard to find, allowing them to discover all sorts of funny, zany vignettes in the meantime.

From a purely promotional standpoint, the campaign was a success: more than 14 000 lions were found, resulting in an equal number of new sales.

This represented:

+17% sales during the period of deployment

+58% people cashed in their discount compared to regular coupons

Above all, the customers – parents and children – thoroughly enjoyed the campaign and applauded the new promotion format.

The campaign even changed how consumers viewed King Jouet, whose brand image improved for 25% of customers. With wrapping paper coupons, the gift isn’t only inside the box.