Category: Titanium and Integrated
Advertiser: CARREFOUR
Product/Service: ONLINE SHOPPING
Agency: SHACKLETON
Date of First Appearance: Sep 30 2010
Entry URL: http://www.judgingishard.com/campana/cannes/leonardo
Chief Creative Director: Juan Nonzioli (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Copywriter: Natalia Rodriguez (Shackleton)
Art Director: Tania Riera (Shackleton)
Account Management Team: Carlos Ranedo/Paola Gonzalez/Paula Hijosa (Shackleton)
Executive Creative Director: Alfonso Marian (Shackleton)
Online Creative Director: Alvaro Gonzalez (Shackleton)
DM Creative Director: Antonio Herrero (Shackleton)
DM Art Director: Alfredo Ustara (Shackleton)
DM Copywriter: Raul Lazcano (Shackleton)
Online Copywriter: Rubén Jimenez (Shackleton)
Online Art Director: Patricia Campuzano/Javier Solo de Zaldivar (Shackleton)
Online Production Manager: Joaquin Garcia Morato (Shackleton)
Online Production Team: Gonzalo Fernandez/Pablo Ingold (Shackleton)
Social Media Manager: Coque Pons (Shackleton)
Social Brand Manager: Elena Íbañez (Shackleton)
Social & Public Relations Team: Eva Leoz/Lara Garcia/Cristina Fernandez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Audiovisual Editors: Paula Cuadrado/Jordi Canela/Paloma Martin (Shackleton)
Media placement: Internet Videos - 12 Shots - Internet - 30 September 2010
Media placement: PR Mailing - 1 Shot - Top Media Leaders - 30 September 2010
Media placement: PR Mailing - 1 Shot - Opinion Leaders - 30 September 2010
Media placement: Banner Campaign - 2 Shots - Internet - 30 September 2010
Media placement: Website - Internet - 30 September 2010
Media placement: Press Releases - 3 shots - Spanish National Media - 30 September 2010
Describe the campaign/entry
Carrefour wanted to increase traffic to its transactional web up to 10% and to encourage people to purchase online. For the launch, Carrefour decided to hire the famous Argentinian actor Leonardo Sbaraglia.
The idea is that all purchases made on www.carrefour.es would automatically enter a prize draw to win one of 10 home deliveries made by the actor himself.
However, at the last minute, and after some careful deliberation, Carrefour decided that their online shopping service was so good anyway that it didn't really need celebrity endorsement.
Leonardo got really mad so we decided it would be best to leave the matter in the hands of the public. By voting in the web, they would decide whether Leonardo should come or not.
We launched a website with all the videos of the campaign, mailings to media opinion leaders, press releases, social media actions, emailing and banner campaign which informed users about Leonardo’s whereabouts.
Describe how the campaign/entry was launched across each channel in the order of implementation
Phase 1: Statement of the Problem - With or Without Leonardo?
a) Internet video #1 in www.conosinleonardo.com
b) Press Release communicated the launch.
c) Mailing to media opinion leaders and top bloggers.
Phase 2: Participation and Outcome - With Leonardo!
a) Press Release revealed 90% of the uses decided "With Leonardo".
b) Internet video #2 communicating voting results and promotion:
"If you shop at www.carrefour.es you will participate in the drawing of 10 home deliveries made by Leonardo. If you win, your purchase is free.”
Phase 3: Outcome and 10 Home Deliveries.
a) Press Release revealed the result of the draw for 10 home deliveries made by Leonardo.
b) Launch of Internet videos #3 to 12.
The campaign story took place online. During all three phases, social media and buzz marketing supported by emailings and banner campaigns generated traffic and maintained a strong link between the brand, its website and the target.
Give some idea of how successful this campaign/entry was with both client and consumer
The campaign has gained much awareness since its launch.
• www.carrefour.es visits raised up to 17%.
• 90% of the users voted YES, they wanted Leonardo Sbaraglia on www.conosinleonardo.com.
• Keyword search for "Carrefour" in Google doubled coinciding with the campaign months.
• We got more than a million euros on publicity: A lot of digital media echoed the campaign, which also had an impact on television, newspaper and radio (17 posts were published and the new appeared in 65 media, including a journal and a national news program in prime time).