Where eleven million members start to play

El Club Carrefour already had scale. The challenge was giving members more ways to actively enjoy that membership.

El Club Carrefour, the biggest loyalty program in Spain, already includes 11 million of members. The question was not how to grow that base, but how to create more engagement within it. How do you give members a reason to open, play and return across multiple campaign moments each year, without rebuilding every activation from scratch? That was the challenge behind El Club Carrefour. Carrefour needed a way to improve the member experience and make it more adaptable across the year.

The idea was to turn loyalty into something people could actively take part in. Instead of treating every campaign as a separate activation, the goal was to create a recognisable format that could return throughout the year while still adjusting to the moment. That thinking came to life through three familiar game formats: Ruleta, a spin based mechanic built around chance and reward, Memoria, a matching game that adds a layer of play and recall, and Tap to Choose, a pick mechanic designed around quick interaction and instant feedback.

Together, they gave Carrefour a flexible set of game formats that could shift with different prizes, partners and campaign moments, while staying easy to recognise for members.

The system was built around reuse. Rather than creating a new loyalty game for every campaign, the same mechanics could be adapted to different moments throughout the year. All the assets for the games were built from scratch, giving each mechanic its own visual identity while keeping the underlying system consistent. A new activation could bring in a different mix of prizes, a different set of brand partners and a different reward structure, while the core experience stayed familiar. That made the format easier to relaunch and simpler to scale. Brand discount coupons, ChequeAhorro and headline prizes could all be layered into the same mechanic, giving each campaign its own relevance without changing the foundation underneath it.