February 2017

King jouet’s “WRAPPING PAPER COUPON.” kids have fun and parents save money

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Like all retailers, King Jouet uses discount coupons. But to sell toys, promotional activities involving play work much better. Who has never seen a child having more fun playing with the wrapping paper than the actual gift they’ve just received? From this basic observation, Havas Paris has created and produced “The Wrapping Paper Coupon,” a classic discount coupon printed on one gift paper line.

Like all retailers, King Jouet uses discount coupons. But to sell toys, promotional activities involving play work much better. Who has never seen a child having more fun playing with the wrapping paper than the actual gift they’ve just received? From this basic observation, Havas Paris has created and produced “The Wrapping Paper Coupon,” a classic discount coupon printed on one gift paper line.

Once they’ve unwrapped their present, children have to look for a lion, the brand’s logo, hidden among 200 tiny hand-drawn figures in funny, quirky settings. When the lion has been found, all you have to do is go back to the shop and claim the 20% discount on the next purchase.

The promotional campaign, printed on gift paper rolls displayed near the checkouts, has been a huge hit – 54,390 lions have been found and just as many new purchases made. Sales have soared 32% and more than 75% of coupons returned, compared to standard promotions. But most importantly, parents and children have endorsed this new promotion format, so much so that how they see the brand has now improved – indeed over 25% now have a better image of the brand.

King Jouet overview

King Jouet is a French toy retailer with more than 200 stores and a branded presence across France. Like all retailers, King Jouet uses promotions to boost sales, usually with discount coupons on till receipts or in catalogues. These are an important part of its PR and marketing campaign, mainly focused on promotions. The main objectives are still to boost store footfall and sales promotions. 

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