L'homme À Venir

Objective

Le Bon Marché, a Paris-based luxury department store, launched a digital campaign to promote its men's Spring-Summer 2017 collection. The campaign aimed to extend the creative narrative of the season through an interactive experience that would engage both existing customers and new audiences, leveraging the retro-gaming aesthetic as a contemporary cultural hook.

Solution

BETC Luxe created a 4-level platformer game with pixel-art retro-gaming aesthetics. The core mechanic is a vertical ascension: players move left and right while climbing higher, collecting coins along the way and using a brake control to stop the climb when danger threatens—with the core message of maintaining style throughout the challenge. At the end of a run, players see the level reached and their score, with options to share the score or replay. The game featured gift cards (up to €1,000) as rewards for high performance, and links back to a matching product selection on lebonmarche.com. Players accessed the game online at lhommeavenir.cher-ami.tv, with distribution across multiple touchpoints: printed catalogs inserted in magazine press, direct outreach to Le Bon Marché 24 Sèvres cardholders, in-store displays, and web-based access. Separate campaign editions were created for men's and women's/beauty/design collections.

Results

—