Wibra

'Qu'est-ce qui se cache derrière ...' is an expression the French use to indicate that they don't know something. So the ideal starting point to introduce Wibra to the French market. With this concept, we focused on the discounter's surprising and extensive offer, which is also its strongest asset compared to the French competition.

This surprise effect was on full display in the run-up to the opening. Through peepholes in a bache at the store in Lille, curious passers-by saw panels representing Wibra's range. The same principle was repeated in a bicycle campaign: on the carriers of 2 bicycles were large constructions with peepholes that gave a view of the assortment.

We also pulled out all the stops for the digital part. So we made a surprising introductory video for both a campaign on Meta and YouTube and a large-scale DOOH campaign in 3 shopping centers in Lille. Those campaigns did not miss their effect. On the day of the opening, it was drumming at the doors of the new Wibra store.

To maintain that success, we repeated the bicycle campaign after the opening and also set up a campaign with carousel ads. Everything to ensure that everyone in the region knows exactly what is behind Wibra.