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Leroy Merlin unites its employees for its 100th anniversary thanks to gamification

by Agnes Constant | May 6, 2025 | Audience engagement, Engagement, Use Case

Corporate play is becoming increasingly popular. Whether organised online or face-to-face, these initiatives offer valuable opportunities to strengthen team cohesion.

The engaging nature of games facilitates the transmission of information while capturing the attention of employees. it creates a playful environment in which the bonds between colleagues are forged or strengthened. This strenghtens the feeling of belonging to the company.

That’s why Leroy Merlin, the famous DIY chain, has chosen to use gamification in the workplace to celebrate its centenary with its teams.

In this article, we take a look at this inspiring example to learn lessons that can be applied within your organisation. From the definition of objectives to the choice of game mechanics, not forgetting the distribution strategy and performance monitoring, let’s discover the keys to this gamified success.

SUMMARY

Why integrate corporate gaming?
An ambitious Leroy Merlin project for the brand’s 100th anniversary
Lessons learned from this campaign

Why integrate corporate gaming?

Gaming is much more than just business entertainment. Here a few strategic reasons to adopt it:

Facilitating learning: edutainment formats enhance memoruzation and make training courses more attractive.
Creating links: competitions and challenges strengthen team cohesion and stimulate collaboration.
Boosting commitment: Employees are more inclined to invest when they feel valued and involved in a collective project.
Boost internal communication: Gamifying key messages helps to capture attention while effectively raising awareness among teams.

An ambitious Leroy Merlin project for the brand’s 100th anniversary

To celebrate its centenary, Leroy Merlin launched an in-house game lasting nine months, from January to September. The aim of the project was to unite its 25,000 employees around an emblematic event, while strengthening its employer brand and image.

A fun, participative corporate gaming strategy

The campaign skillfully blended interactive games and collaborative content creation:

Participative games: Quizzes on the company’s history and mini-games such as “Mega Jump”, designed to stimulate friendly competition between colleagues.
Collaborative challenges: Challenges that encourage employees to share anecdotes, photos, videos and personal stories, often in pairs or teams.
Hybrid mechanisms: by combining entertainment and personal expression, Leroy Merlin has guaranteed genuine involvement, rooted in the compan’y values.

Everything was accessible via a dedicated platform and punctuated by an interactive calendar gradually unveiling the events. This structure kept participants interested throughout the campaign.

Effective multi-media distribution

To maxmise participation, Leroy Merlin has deployed a wide range of internal communications:

Regular alerts on the calendar integrated into the collaborative social network.
Publications on the intranet to remind the highlights of the operation.
Internal newsletters, stimulating support and encouraging interaction.

By drawing on these multpile channels, the brand ensured optimum visibility for the campaign, boosting employee commitment.

A collective success, a source of cohesion and pride

With 21,500 registrations out of 25,000 employees, the campaign recorded an exceptional participation rate, demonstrating the strong support of teams.

An emblematic end product

One of the key results of this initiative was the creation of a 100th anniversary book, compiling the anecdotes, photos and testimonials collected during the campaign. The book served several puposes:

Strenghtening collective pride: Employees felt valued when their contributions were highlighted.
Extending the impact of the campaign: The book, posted on the intranet, helped to maintain commitment beyond the end of the event.

A stronger employer brand

By mobilising its teams around a common project, Leroy merlin has consolidated its internal and external image. Employee-generated content (UGC, User Generated Content) has helped to promote the company’s values and history to its customers and partners.

Lessons learned from this corporate play

The “100 years of Leroy Merlin” operation offers valuable lessons for any company wishing to organise an in-house competition. Here are the key steps for maximising the impact of this type of initiative:

Define clear objectives: In-company gaming must be part of a strategy that is consistent with needs. Potental objectives include:
1. Facilitating the integration and training of teams.
2. Strengthen cohesion and team spirit.
3. Valuing employees while boosting internal communication.
Choosing the right mechanics: To maintain interest, it’s essential to combine entertaining games (quizzes, mini-games) with more engaging mechanics, such as collaborative challenges. This mix encourages genuine and lasting involvement.
Optimising distribution: A successful campaign relies on mutl-media communication, adapted to employee’s habits. the use if newsletters, intranets or internal social networks is essential to boost visibility.
Measuring results: Monitoring performance is essential: participation rates, quality of content generated or impact on defined objectives. This data will guide the improvement of future initiatives.

Based on these principles, Leroy Merlin has shown that a competition can become a tool for mobilising its teams, strengthening ties and enhancing the company’s culture. Whether to celebrate an event or achieve HR objectives, gamification offers endless opportunities to inspire and unite.

Conclusion

Corporate gamification is a powerful way of stimulating activity, commitment and cohesion. Taking the example of Leroy merlin 100th anniversary campaign, you can organise competitions tailored to your objectives and the aspirations of your teams. Check out our catalogue of mechanics to get your staff involved!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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Corum L’Épargne: sports marketing and gamification to boost brand awareness

by Agnes Constant | Dec 3, 2024 | Branding, Captivate the audience, Use Case

CORUM L’Épargne is just one of the brands that have embraced gamification as a communications tool.This French company, which offers transparents and accessibl savings solutions, has chosen Playable Marketing coupled with sports sponsorship to raise its profile and effectively address its audience.

In this article, we’ll look at the relevance of gamification in meeting marketing challenges of the banking sector in general, and CORUM l’Épargne in particular. Through examples of playable campaigns she has run alongside Adictiz, Lucie Odoux, Head of Sports Sponsorship, shares with us the best practices she has learned from them.

SUMMARY

Why has CORUM l’Épargne chosen gamification to optimise its marketing campaign ?
2 examples of successful gamification campaigns
3 tips for boosting marketing awareness through gamification

Why has Corum l’Épargne chosen gamification to optimise its marketing campaigns?

The banking sector is facing a number of challenges: creating a closer relationship with a younger audience, improving the customer experience, increasing user loyalty, adapting to new digital communication and usage channels, and so on.

To meet all these challenges, and in particular to strengthen its reputation, CORUM l’Épargne has decided to implement a gamification strategy. As the company has been heavily involved in sport sinces 2018 (supporting 21 athletes in a wide variety of disciplines), gaming is part of its brand DNA. But above all, playable marketing enabled it to achieve several of its commercial objectives.

Boosting awareness marketing through gamification

Above all, gaming is an excellent way to satnd out from the crowd and reach a wider audience.

As Lucie Odoux, Head of Sports Sponsorship, explains in her testimonial:

Gamification allows us to address a new audience, or at least our audience, but in a different, more playful way. It allows players to spend more time with the brand, without really realising it.

By offering fun marketing games, CORUM l’Épargne’s primary objective is to develop its brand awareness. The idea is to multiply the points of contact with its audience via interactive and engaging experiences, in order to work on the presence of mind.

The games enable the company to collect new contacts (via opt-in forms for subscribing to its mailing list and sharing opt-in forms)). New contacts that the company would not necessarily have been able to reach with more traditional communications, such as members of GenZ for example.

Generally speaking, playable marketing is an excellent way of modernising your brand image and humanising your branding. Interactive formats are highly effective in engaging audiences around unifying values and creating a strong emotional bond that traditional communications (static advertising, etc.) are unable to generate.

Raising awareness of the need for better financial management

In a sector as complex and sensitive as banking and savings, play-based marketing can also be a way of raising awareness and educating customers. This is especially true when you’re targeting a fairly young audience, for whom it’s important to share good practice in a fun way.

With these marketing games, CORUM l’Épargne is making its saving message much more accessible. It is also demonstrating transparency, a strong value for the company, by helping its users to understand where they are investing their money.

Improving customer relations and building audience loyalty

Finally, gamification helps to strengthen the bond with its audience: a major challenge for a 100% digital player like CORUM L’Épargne. Gamification makes it possible to extend the time that users spend with the brand: qualitative time that creates a stronger customer relationship, based on positive emotions such as surpassing oneself, creativity, etc.

It’s also a lever for maintaining contact that has been established with prospects and new customers by collecting opt-in data. But also by collecting customer data (via a participation form or by analysing interactions within the game) so that they can be reactivated later with personalised, and therefore more powerful, content.

2 examples of successful gamification campaigns

To achieve these objectives, CORUM L’Épargne has set up two gamification campaigns:

A customizer to boost your marketing profile

The company was involved in sailing, with a boat taking part in various races such as the Vendée Globe and the Route of Rhum, and decided to use this as a lever to raise its profile. With the boat due to undergo major modifications before its next participation in a race, CORUM L’Épargne took the opportunity to involve its audience in the project to decorate the hull and sail.

The Customizer mechanism was ideal for inviting users to suggest ideas for decorations (with elements chosen by the brand beforehand). The players were then able to submit various proposals for the artistic decoration of the boat.

The campaign worjed very well with the CORUM L’Épargne audience, as it allowed them to take an activa part in a mjor project for the brand and let their creativity shine through. The Customizer enabled the company to achieve an excellent opt-in rate (via subscription to its newsletter) and thus raise its profile with its target audience.

A game mini-site to optimise your sports marketing

CORUM L’Épargne has also used Playable Marketing to engage its audience and reaffirm its commitment to sport. As a reminder, the company supports 21 athletes in a wide vartiety of disciplines, from fencing and climbing to judo and Formula 2 racing.

As sport is a powerful lever for reaching a wide audience, but also for engaging its public and uniting them around strong values, the company has combined its sports marketing to its gamification strategy. To this end, it has launched a site with six mini sports games allowing users to discover six of the athletes supported by the brand.

This immersive experience enabled CORUM to bring participants into the sporting world of its athletes, while maximising the time spent with brand.

3 tips for boosting marketing awareness through gamification

Drawing on her experience of gamified marketing, Lucie Odoux shares 3 tips on how to optimise your campaigns and turn them into powerful levers for building brand awareness.

Choosing the right entertainment format, depending on tis strategic objective and target audience. They key is to offer an interactive experience that is aligned with the brand’s universe (in this case, sport) and the results you want to achieve. To boost its brand awareness, CORUM relied on popular sports games, but also on initiatives that anebled its audience toget involved in a major renovation project.

Track the right KPIs to assess the effectiveness of your campaign and improve what needs to be improved. CORUM L’Épargne wanted to raise its profile, so it monitored its brand image with a sufficiently large panel. The company also monitored its number of subscribers on social networks and its opt-in rate (two key metrics for assessing its ability to reach a new audience).

Equip yourself with an effective gamification marketing tool. CORUM chose Adicitiz to give it access to a wide variety of games that are both highly adaptable and easy to customise ot its challenges. It also enlisted the support of the Adictiz teams to create high-quality, innovative experiences and work on the media coverage of its campaigns to reach the right targets.

Conclusion

Gamification is a highly effective way of boosting brand awareness in marketing. Expand your audience and strengthen your brand image with our fun, interactive advertising tools!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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Ouest France: how to attract new users through gamification

by Agnes Constant | Oct 8, 2024 | Use Case, Collect data, Lead gen strategy, Lead gen strategy, Collect data, Use Case

Developing a mailing list and attract new users are key issues. Once subscriptions have been made and opt-in obtained, this audience can receive information about services or products.

There are several ways of encouraging prospects to register for a tool, service or platform. The collection of opt-ins and registration can be offered at different points in the marketing journey. By optimising this strategy, brands can expand their audience and hope to convert and retain a large number of customers.

Marketing highlights, when consumers are interested in brand content, are crucial moments. By creating effective campaigns, using techniques such as gamification, brands can collect enriched and reactivatable opt-ins.

In this article, we explore how to turn a branded event into an opportunity to attract new users. We will look at the notion of enriched opt-ins and how they can encourage the act of buying. To illustrate this, we’ll take the example of a campaign run by the Ouest France media.

SUMMARY

Marketing challenges in the press sector
Attract new users to meet media challenges
Gamify a special event to collect enriched opt-ins

Marketing challenges in the press sector

In the age of the Internet and social networks, the press media are faced with marketing and commercial challenges. It is becoming complicated for companies to maintain their financial health, given the competitors that have emerged. These include pure-play media (such as Mediapart), which have taken on the print media, as well as influencers and content creators. The latter represent an alternative to traditional media (among the younger generation).

Among the challenges facing the sector, the media point to the decline in advertising and their traditional sources of revenue. They have had to turn to new business models (the paywall, which consists of offering certain content free of charge to encourage visitors to take out a paying subscription).

Trust in information is a priority for the media. They cite the accuracy of the content (40%), being perceived as a trusted medium (23%), as well as audience development (17%) as the main issues they need to work on. The veracity of information and the reliability of sources are at the heart of their concerns, particularly in the face of the arrival of AI.

Attract new users to meet media challenges

To meet these challenges (standing out from the competition, converting readers, creating a bond of trust), the media are turning to attract new users and enriched optins (collecting preference data in addition to user consent).

By developing their mailing lists and subscriber bases, companies can build up an audience with which to communicate directly (via personalised emails). An audience can be nurtured (this is known as lead nurturing) to provide them with high value-added content. This may involve encouraging them to create an account or take out a paid subscription in exchange for benefits (exclusive offers).

The registration will create a link between the prospect and the media. It will enable the company to achieve several objectives that are crucial to its growth:

Better understand your audience and collect their preferences (content categories and formats, preferred information channels). This data will enable the media to adapt its editorial line and offer personalised newsletters;
Reactivate users interested in the media by offering them incentives to create an account or even take out a paying subscription (discounts, goodies, etc.);
Generate visits by offering relevant content that encourages subscribers to visit the site. This increase in traffic will enable the company to negotiate advertising partnerships and generate greater revenue.

Gamify a special event to collect enriched opt-ins

Gamification is an effective way of collecting registrations and enriched optins. The interactive and playful nature of the game mechanics helps to attract and capture the attention of its target audience.

By offering a reward in return (discount, voucher, exclusive content), the media can easily encourage their audience to share their email and consent to the communication being sent.

This strategy is effective when it is implemented during a peak marketing period. Users are alert to the opportunities that brands can offer and are more inclined to make a purchase. The end-of-year festivities are a high-consumption period. A media audience will be looking for good deals to save on a subscription, for themselves or as a gift.

With an opt-in valid for 13 months, the media will be able to use gamification to re-engage their database (and collect new data).

The example of Ouest France

The Ouest France media chose to use gamification marketing to animate its audiences during the month of December. In fact, the aim of the campaign was to develop this audience.

Participants in the operation had to create a Ouest France account to take part in the Advent Calendar. To reach a wide audience, the competition was broadcast on the newspaper’s website, on its app, in the press and via email campaigns.

Every day, from 1 to 24 December, Ouest France offered an animation in the form of boxes to be opened. After creating an account and filling in the collection form, participants could win attractive prizes such as a holiday, household and high-tech appliances, shopping vouchers, etc.

The objective was more than achieved, since 25% of the participants in the operation came from the creation of a new account (i.e. 21,000 new accounts created via the operation).

Ouest France was able to capitalise on the engagement to collect enriched opt-ins on different themes (thematic preferences of future readers). The medium was then able to use this data to encourage subscriptions via targeted retargeting email campaigns.

Conclusion

Gamification, particularly during a peak period in the marketing calendar, is an excellent strategy for attracting new subscribers and enriching your customer base. Discover
our marketing animation catalog and boost customer account creation!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo