Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: CARREFOUR ITALY
Product/Service: CARREFOUR MARKET
Agency: SAATCHI & SAATCHI
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Alessandro Orlandi (Saatchi & Saatchi)
Managing Director: Adriano Aletti (Saatchi & Saatchi)
Art Director: Paolo Montanari (Saatchi & Saatchi)
Junior Art Director: Stefano Perrone (Saatchi & Saatchi)
Copywriter: Paola Rolli (Saatchi & Saatchi)
Junior Copywriter: Matteo Maggiore (Saatchi & Saatchi)
Account Director: Carola Canossi (Saatchi & Saatchi)
Account Executive: Sandro Amabili (Saatchi & Saatchi)
Media placement: Outdoor - Rome - 13/05/2011
Media placement: Outdoor - Rome - 13/05/2011
Media placement: Outdoor - Rome - 13/05/2011
Describe the objective of the promotion.
The first supermarket opened in Rome in 1961, now Carrefour Market, wants to celebrate its 50° anniversary with an extraordinary event during a period of economic crisis.
Describe how the promotion developed from concept to implementation.
Engage consumers with an unexpected promotional idea: go back to the Sixties, go back to the years of economic boom.
Just for a day, prices go back to 1961.
We go back from Euro to the old Italian Lira: the Carrefour market sells some products with the same price and currency as they had in the Sixties.
Explain why the method of promotion was most relevant to the product or service.
We celebrated and generated activation during the crisis.
Describe the success of the promotion with both client and consumer including some quantifiable results.
20.000 customers in a day.
+25% of customers in the next few days.
+200.000 € (387.254.000 Lire!!!) earned by the Carrefour Market store in just one day.
The promotion had also a huge mediatic success. Italian newspapers and blogs talked a lot about it and the initiative also obtained a huge thumbs up from the Facebook community.