Galeries Lafayette

Excessively me

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How do we create a loyalty program that highlights Galeries Lafayette’s creative, unapologetic personality while spotlighting its clients?

 

01

A new tagline

We’ve energized the Mes Galeries loyalty program with a new tagline: Excessively me. Promoting individuality, the tone works on the first-person level (that of the clients) and adapts to each of the brand’s key periods through impertinent, complicit teasers. So, before an upcoming sale, a single cry is heard: “Me first!” - and presents the program’s exclusive advantage: “Nothing can stop me, not even Red Dots”.

02

A new Universe

To breathe new life into these teasers, we enlisted illustrator Pierre Janneau. This talented poster artist has developed a graphic identity that is strong, colorful, impactful and instantly recognizable. Spirals alternate with dots, ribbons, and splashes of bold color. Textured and dynamic, the Mes Galeries graphic universe aligns itself seamlessly with the new Galeries Lafayette logo, while proposing a flair all its own that translates across a wide range of print and digital media.

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03

An oversized launch

And to celebrate the launch of this new program? Toilet Paper, the creative studio responsible for Galerie Lafayette’s advertising visuals, riffed on our tagline to come up with an explosive visual. The program became an oversized power generator, appearing in stores all over France.

So, naturally, we decided to generate an explosion of generosity! In all of the Galeries Lafayette store locations in France, we created a special event enabling customers to enjoy special oversized advantages through the Mes Galeries loyalty program. Thousands of new members enrolled across 54 store locations in the space of just 2 weekends. It’s fair to say that Mes Galeries got an oversized launch!

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2000

new suscribers recruited in 4 days at Galeries Lafayette Haussmann

5

more clients joined the loyalty program in just 1 month

54

in-store events all across France for 2 weeks
Galeries Lafayette

My Special

I'm celebrating those who are unapologetically chic

FR

Oh key

Oh key

adidas

Into the Nite

ibis Styles

Design me an Object

Sea Shepherd

Pollution d'avril

ibis Styles

Lit'maginaire

National Geographic

One Strange Screening

ibis

ibiservices

Médecins du Monde

Look precarity in the face

adidas

Store opening at Paris La Défense

National Geographic

Ubermars

Galeries Lafayette

Excessively me

ibis

District B

Sécurité routière

Letter to a biker

National Geographic

T-Rex Burger

Agence de la Biomédecine

Life Watchmen

Médecins du Monde

Opening Doors

Sécurité routière

Gloves required

Ministère de la Transition Écologique

Ocean Days

Médecins du Monde

Liberty Equality Health

RATP

Famous chefs take the metro

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