Throughout summer, Carrefour hypermarkets in Spain will activate a experience daily that connects nostalgia, entertainment and point of sale: the possibility of Purchase on skates. Under the name of “Roller-Hour”, the company opens a time strip from 4:00 p.m. to 5:00 p.m.
The campaign has had the amplification of influencers on social networks
The action will be available until August 31 and is part of the “El Híper is fashionable” campaign, an initiative with social networks that claims hypermarket as a living and versatile space. The proposal recovers one of the most remembered images of the landing of the Híper model in Spain: employees sliding in skates through the sections. Decades later, that memory becomes direct experience for current consumers.
The campaign has had the amplification of profiles such as Jorge Cyrus, Jorge Javier Vázquez, Curly Azahara, Borja González and Xurxo Carreño, who have shared their own content about the initiative, contributing to their viralization. Comments on networks like “I wanted to be one of them” either “They helped me when I got lost as little” They reveal the emotional connection that exists with a generation that grew with this image.
With “Roller-Hour”Carrefour transforms hypermarket into a scenario to rediscover the shopping experience from fun and freedom of movement. In the words of Elodie Perthuisot, executive director of Carrefour Spain, “We recover a very recognizable image of our origins in Spain to demonstrate the ability of hypermarket to mark a trend. We want to claim hypermarket as a living space that constantly surprises and we do it with an initiative that connects generations and awakens emotions.”
The action seeks to strengthen Carrefour’s positioning as a reference of the Híper model, both by volume (204 centers and 41% market share, according to anged data) and by innovation capacity. In this sense, Kantar’s innovation radar places hypermarket as a key environment for the launch of novelties: six out of ten innovative products are tested and marketed in this channel. CarrefourIn addition, it doubles in number of innovations to the second distributor in the country, with 65% compared to 32%.
Since his arrival in Spain in the 70s, The hyper format It has revolutionized the distribution sector. With this summer activation, Carrefour again projects that same pioneer spirit integrating collective memory, entertainment and commercial purpose in the same action.
