To enhance the toy campaign associated to Rik & Rok at Auchan Group's hypermarkets. To give the mascots more recognition, to encourage membership in the Rik & Rok Club and to create greater customer loyalty.

The media group was solely responsible for the ideas, production and control.

The project is innovative in its market segment because the communication project combined the brand's values with entertainment and didactic values, thereby strengthening the relation with consumers who identify with those values. This consumer-brand empathy proved to be a powerful and effective means of achieving the proposed goals.