Carrefour: CARREFOUR LOW PAGES

Credits & Description:

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: CARREFOUR ARGENTINA
Product/Service: CARREFOUR
Agency: PUBLICIS ARGENTINA
Chief Creative Officer: Fabio Mazía (Publicis Buenos Aires)
Executive Creative Director: Marcelo Vergara (Publicis Buenos Aires)
Creative Director: Laura Visco/Sebastián Visco (Publicis Buenos Aires)
Art Director: Estefanía Pécora (Publicis Buenos Aires)
Copywriter: Leandro Ezquerra (Publicis Buenos Aires)
Account Supervisor: Tomás Fitz-Simon (Publicis Buenos Aires)
Advertiser's Supervisor: Natasha Yasbitzky (Publicis Buenos Aires)
Account Manager: Andrea Miscione (Publicis Buenos Aires)
Planner: Fernando Bozzoletti (Publicis Buenos Aires)
Media placement: Magazine - Revista Positiva - 1 December 2011
Describe the objective of the promotion.
Communicating cheap prices is a common request by all supermarkets, but the interesting thing here is the innovative use of the media. This action became an original way to get attention, which set the client apart from their competitors.
Describe how the promotion developed from concept to implementation.
Through this campaign, we wanted to communicate prices in an innovative and striking way. Because the target audience of a supermarket is very wide, communicating the prices in all the pages and sections of a magazine resulted in an appropriate way to reach them all.
We found a distinct way of showing Carrefour's lower prices. We put an interesting twist on the traditional medium of magazine advertising, by changing the page numbers of the magazine. Each page number would be cancelled out and replaced by a lower number. This new number would then represent Carrefour’s low prices.
Explain why the method of promotion was most relevant to the product or service.
Communicating cheap prices is a common request by all supermarkets, but the interesting thing here is the innovative use of the media. This action became an original way to get attention, which set the client apart from their competitors.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We managed to communicate prices to thousands of consumers in an innovative way and created a new, relevant, low-cost communication channel for Carrefour. We attracted the attention of other media houses, who realised they could commercialise this new space.