Winning is a skill in Fortnite
Publicis Conseil creates an immersive Fortnite experience for Carrefour to showcase careers driving the food transition.
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Agency Publicis Conseil, in collaboration with BEM, is helping Carrefour break new ground in its communications strategy with the launch of an innovative activation within Fortnite, the social and gaming platform that brings together more than 650 million users worldwide.
To mark the back-to-school season, a pivotal time for students, Carrefour is entering one of their favourite playgrounds to introduce them, through four immersive and entertaining worlds, to the wide range of professions that work every day to make food more accessible and more responsible.
As gaming platforms have become social spaces in their own right, Carrefour has chosen Fortnite to bring a new medium to life and create a new platform for expression. This initiative was designed to reach all players, particularly younger generations, by enabling them to discover Carrefour from a new perspective: through the professions that support the food transition every day, its commitments and its Act for Food mission.
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This activation aims to strengthen the brand's cultural relevance, showcase its commitments and attract new talent through a creative approach with strong viral potential.
Carrefour has designed a bespoke map built around four mini-games, highlighting key professions across the food ecosystem:
The producer, introducing the Group's commitments to the farming community. Each player must try to maximise production to achieve the best possible harvest. The delivery driver, highlighting the teams that ensure product freshness and keep stores well stocked. Players step into the shoes of a delivery driver and race against the clock. The department manager, offering a better understanding of the challenges of customer experience. Players must remain extremely vigilant, spotting the slightest disorder and keeping the department immaculate while facing infiltrating teams. The Product Innovation Project Manager, showcasing the retailer's innovation momentum, with more than 1,000 new products every year. Players take on the role of a product manager and fend off waves of attackers to protect the retailer's innovations.
The campaign will roll out across France, Spain, Brazil and Belgium, with a comprehensive communications ecosystem spanning a 30-second trailer, digital and social content, DOOH, CRM and in-store materials.
Building on this international platform, each market will bring the campaign to life through its own locally tailored amplification strategy, leveraging influencer activations, student fairs and events, partnerships and other market-specific initiatives.
By combining a consistent international creative platform with locally relevant activations, the campaign is designed to extend its reach and impact across markets in ways that resonate locally.
