Aeon rebrands Carrefour

Aeon has launched its first Aeon Big known as Aeon Big Riverwalk Village, as part of its full rebranding process after the take over of Carrefour on 1 November.

All rebranding work from the brand name Carrefour to Aeon Big for the remaining 26 stores will take place in stages and is expected to be completed by April 2013.

"The new look and feel is modelled based on Aeon Big Japan guidelines, which will then be locally adapted. The main colours of the brand are orange and white," said Mitsuru Nakata, managing director of Aeon Big.

The rebranding awareness campaign will be executed in several phases from now until March 2013, via print ads, OOH, on-ground and social media.

From 1 November onwards, the weekly Carrefour product print advertisements on The Star, Sin Chew Daily and Harian Metro had already adapted the Aeon Big logo.

The brand is also in the midst of updating the Carrefour mobile app, which is currently available on iPhone devices since November, to rebranding it to Aeon Big which is expected to take place by mid-December.

The company is also exploring the Android platform to reach broader audience.

Aeon Big still maintains the concept of "everything under one roof" as customers have choice of products ranging from daily grocery needs to fashion accessories. The store caters for both the leisure and busy shoppers.

Aeon Big Riverwalk Village includes 30 tenants operating businesses such as money changer, stationery, accessories, fashion and other services.

For this campaign, the creative, PR and activation were executed in-house.