Carrefour , which is operated exclusively by Majid Al Futtaim across the Middle East, has revealed details about its latest campaign, which aimed to drive awareness and the adoption of the Carrefour App as an easier, faster and more convenient way to shop online.
The central communication of the campaign was “اطلب كارفور من الاب على طول” , built around the phrase “على طول” , which carries a double meaning: straight away or directly, and moving forward.
Majid Al Futtaim ‘s Carrefour team brought this campaign to lift in partnership with One More Advertising, which handled the creative direction and overall client management for the project, developing the creative concept and bringing the campaign to life, along with Banbanfilms Production House , who handled and executed the production.
This creative thought was intended to reinforce the idea of skipping unnecessary steps and making the shopping journey faster, simpler and more seamless through the app.
A jingle-led, social-first approach was chosen to make a functional product benefit — easy online shopping — entertaining, memorable and culturally relevant.
A post shared by Carrefour Egypt (@carrefouregypt)
While the jingle was primarily developed to promote the Carrefour App and online shopping , it was amplified across Carrefour’s digital and social media platforms, including Instagram, Facebook and TikTok , allowing the message to reach audiences in the environments where they naturally consume short-form entertainment and music led content.
The use of “على طول” was particularly important to the creative idea. It communicated both the speed and consistency of ordering through the app while also creating a catchy phrase that could live naturally within a song for the audience.\
Influencers and user-generated content (UGC) also led to TikTok videos of people singing and dancing to the jingle, leading to the brand growing its share of voice in the market and remaining top of mind through the course of the campaign.
The Carrefour App campaign also chose to feature Marwan Moslemany to translate the functional message into entertaining content that audiences could relate to and remember, rather than presenting the app benefits through a traditional product-focused advertisement.
A post shared by Marwan El-Moslemany (@marwanelmoslemany)
In time, several other content creators, including Mahmoud Henkesh, Zyad Elshazly, Emad Assem, Aliaa Abdelhamid, Passant Elzoharry, Abdelghany, Luji Ahmed, also responded to the trend.
It primarily targeted digitally active Gen Z users and Millennials , particularly consumers who were already comfortable with online shopping and mobile apps.
The campaign also targeted existing Carrefour shoppers who could be encouraged to shift from traditional shopping methods to ordering directly through the app and earn points for next purchase.
Production house : Banbanfilms Production House