Results
One of Europe’s leading retail brands, Carrefour, partnered with Havas Romania, a full-service media agency, and Adform to run a cross-channel activation that blended gaming, connected TV and online video. The campaign delivered strong engagement and performance benchmarks, bringing Carrefour’s Learn Play Balance message to life for families across digital touchpoints.
overall viewability
video completion rate
Why Adform:
As a long-term agency partner, Havas has consistently trusted us to power seamless, omnichannel campaign execution across a range of clients and verticals.
For this unique retail-meets-gaming activation, we stood out for our integrated tech stack, uniting all channels within one transparent platform capable of orchestrating complex, multi-format campaigns with precision.
Our platform provided the control, transparency, and unified performance view required to manage a multi-layered ecosystem effectively. With advanced optimization tools and a strong local team, we ensured cohesive delivery, efficient pacing, and hands-on support, helping Havas and Carrefour change the game across every screen.
Challenges:
At the heart of the campaign stood Carrefour’s Learn Play Balance concept, celebrating a healthy mix between learning and playtime. Launching at the start of the school year, the campaign needed to connect with families juggling school, homework, and creativity - while positioning Carrefour as both relevant and relatable.
The creative challenge was to establish an authentic link between Carrefour and the Minecraft universe, engaging children where they play while earning parents’ trust. Strategically, the campaign aimed to boost sales, attract new customers, and drive loyalty- reaching both young gamers and family decision-makers through a single, unified narrative.
Solution:
Using our integrated DSP, Havas planned, activated, and optimized the entire campaign from a single platform - achieving full control, efficiency, and real-time visibility across channels.
In-game ads via Anzu brought Carrefour naturally into Minecraft and other gaming environments, while premium CTV placements on Sky Showtime connected with families in trusted entertainment contexts, driving the campaign’s highest conversion rates.
Complementing these, targeted online video extended reach and reinforced message consistency across curated inventory.
Our centralized setup ensured transparency, flexibility, and smooth coordination, resulting in a unified, high-performing activation that showcased the power of true omnichannel execution.
Anca Șercău
Head of Programmatic, Havas Media Romania
“Our brief was ambitious: show up authentically in gaming, drive performance on CTV, and scale through online video. Adform made it straightforward. With one DSP, we had a unified view and timely optimizations across channels. We reached families where they actually spend time, and kept the story consistent across screens. The campaign delivered for the brand. A reliable, solutions-oriented partner from planning to wrap-up.”