Category: Best Use of Branded Content & Sponsorship
Advertiser: CARREFOUR
Product/Service: RETAIL
Agency: F/NAZCA SAATCHI & SAATCHI
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Marcio Delgado (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Lugato (F/Nazca Saatchi & Saatchi)
Copywriter: Renata Leão (F/Nazca Saatchi & Saatchi)
Account Director: Marcelo Penna (F/Nazca Saatchi & Saatchi)
Account Director: Daniela Keller (F/Nazca Saatchi & Saatchi)
Media Director: Eliana Bueno (F/Nazca Saatchi & Saatchi)
Media Director: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Planner Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planner Director: José Porto (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Graphic Producer: Carlos Vieira (F/Nazca Saatchi & Saatchi)
Advertiser Supervisor/Marketing Director: Rodrigo Lacerda (Carrefour)
Advertiser Supervisor/Manager: José Melchert (Carrefour)
Media placement: TV Campaing - 11 Spots - GLOBO - 2 March 2011
Insights, Strategy & the Idea
Carrefour Market was developed from a need to communicate in a manner different from the other retail competitors in the first quarter of the year.
For this segment, the year starts heated up because of the year-end holidays, vacations and Carnival. Therefore, there is a war of prices and promotions and we wanted to differentiate from the competition.
We needed to show the public that Carrefour had the best prices and offers an enormous line of great products with affordable prices that carry the Carrefour brand.
Creative Execution
In this same period, Big Brother Brazil, a worldwide successful TV show that guarantees fantastic ratings, takes place. Since the program features 16 people confined for 3 months, we decided to take supermarket Carrefour inside. Every week we presented different promotions to the participants that happened simultaneously in all Carrefour stores in Brazil. Mondays, when Carrefour was featured in the show, became known as the day Brazilians would find out about the best offers, and therefore people waited to do their shopping on Tuesdays to take advantage of the offers presented on the show.
Results and Effectiveness
During the 3 months of the show, Carrefour had an increase of 31% in sales, and there were promotion such as 10% discount in the price of meat, which guaranteed a growth of 60% in the volume of sales in the category in just one day, besides the influx of people at the store, which doubled in this same period. The Carrefour brand was also the most remembered on Big Brother Brazil in 2011 (Carrefour 19%, Fiat 17%, and Guaraná Antarctica 15%), ahead of other brands who have been featured in the show since its first edition.