Carrefour does its cinema with RMB

Choose an immersive campaign that turns cinema advertising into a memorable experience

When Attention Becomes Scarce

In a market flooded with promotional messages, capturing attention is no longer enough. Brands must build connections, evoke emotion, and turn every interaction into a true experience.

What if the media did more than just broadcast… but brought the brand to life? At RMB, we push beyond classic formats to make every campaign a memorable moment.

Discover how Carrefour and the RMB Content team reinvented cinema advertising in Belgium to leave a lasting impression and become top of mind during the year-end holidays.

Make the big screen the playground for your next campaign

Bringing the Brand to Life at the Cinema

For the year-end holidays, Carrefour aimed to stand out in a highly competitive context and become the go-to choice for festive shopping.

To strengthen its communication during this key period, the brand chose to turn cinema into an immersive experience.

Advertiser: Carrefour
Target: Adults 25-54, primary shoppers with children
Objective: Top of mind + emotional engagement
Period: November – December
Format: Contest + field activation
Main media: Cinema (+ cross-media support)

405K

Cinema admissions (campaign period)

1.9M

total TV/Radio contacts

12K

contest page views

Strategy: An Immersive Cinema Experience

To take Carrefour off the beaten path, RMB devised a bold approach: making cinema the highlight of an omnichannel media strategy.

An unprecedented setup:

Creation of a national contest leading to an exclusive cinema night, combining a festive dinner and a private screening of a Christmas movie at UGC theaters
Development of a progressive storytelling orchestrated through a cross-media campaign fully showcasing the contest
Turning cinema into a complete brand experience: cinema goes beyond its support role to become a lively and interactive medium
Integration of Carrefour products into a real sensory experience during the meal offered by the advertiser to contest winners
Emotional activation around values of sharing and celebration

Media Plan: An Omnichannel Orchestration

To maximize impact, RMB orchestrated a powerful cross-media campaign leading to the final cinema experience. This campaign promoted the contest nationwide by leveraging media brands perfectly aligned with the target audience.

Consistent North/South coverage via 5 media channels:

TV: trailers on Tipik (including strong prime time presence)
Radio: trailers, billboards, host quotes on Tipik + spots on StuBru & NRJ NL
Digital: contest pages on Tipik & NRJ NL
Social media: posts and stories on Instagram and Facebook, both South and North, to promote the contest beforehand and highlight key moments of the evening to amplify reach
Cinema: contest teaser spots in UGC theaters + final experience

Results: Massive reach and strong emotional impact

The ‘Carrefour contest’ campaign delivered solid results: it generated a massive upstream reach, created engagement, and turned an audience into active participants

But the effectiveness doesn’t stop there: in the final phase, it is measured by contact quality. Cinema offers what few media can guarantee: full attention, immersion, collective emotion. Most importantly, it turns a message into a lived experience.

Objectives largely achieved:

+1.3 million contacts generated via TV & radio (South)
+620,000 contacts via StuBru + NRJ NL relay
12,107 page views on contest platforms
138,000 people reached via social media
+405,000 visitors at UGC theaters during the campaign
A lived experience that sustainably strengthens brand connection

What this campaign changed for us is the way we connect with our customers. We were no longer delivering a message, but sharing a moment. Cinema allowed us to create a real, tangible emotion... and that is infinitely more powerful than a traditional campaign.

Natacha Pierard, Media & Projects Manager at Carrefour

Cinema, Much More Than a Medium

With this campaign, cinema goes beyond its traditional role. The operation transformed the medium into a true platform for brand expression, where every touchpoint extended the Carrefour experience:

private screenings: an exclusive moment during which showings were reserved entirely for contest winners
Carrefour-branded scenography: spaces decorated in multiple ways with the brand’s colors
festive dinner featuring Carrefour products: the experience becomes tangible and sensory, transforming the advertiser’s promise into a demonstration
evening hosted by media personalities who represented the contest: a friendly and engaging atmosphere, strengthening the emotional connection with participants.

In short, the ‘Carrefour’ success story is a concrete example of the effectiveness of immersive cinema advertising, capable of generating much more than a simple contact: a lasting emotion.

Cinema, still underused in retail, becomes a premium platform with a decisive advantage combining a captive audience, a collective experience, and maximum retention.

Want to activate an engaged audience? Let's talk.