Carrefour: CARREFOUR TROLLEYS

Credits & Description:

Category: Retail and E-Commerce, including Restaurants
Advertiser: CARREFOUR
Product/Service: SUPERMARKET
Agency: SAATCHI & SAATCHI
Date of First Appearance: May 12 2010
Entrant Company: SAATCHI & SAATCHI, Milan, ITALY
Executive Creative Director: Agostino Toscana (SAATCHI & SAATCHI)
Creative Director: Agostino Toscana (SAATCHI & SAATCHI)
Creative Director: Alessandro Orlandi (SAATCHI & SAATCHI)
Copywriter: Paola Rolli (SAATCHI & SAATCHI)
Art Director: Paolo Montanari (SAATCHI & SAATCHI)
Junior Copywriter: Matteo Maggiore (SAATCHI & SAATCHI)
Junior Copywriter: Daniele Barone (SAATCHI & SAATCHI)
Account Director: Graziano Zaia (SAATCHI & SAATCHI)
Supporting Creative Team: Andrea Salvaneschi (SAATCHI & SAATCHI)
Supporting Creative Team: Fadi Azzi (SAATCHI & SAATCHI)
Media placement: Ambient/guerrilla - Street - 13/05/2010
Media placement: Fake Newcast - Metro Tv - 14/05/2010
Media placement: 90" Spot - Web - 14/05/2010
Media placement: Cover Free Press - Press - 15/05/2010
Media placement: Site Web - Web - 12/05/2010
Insights, Strategy & the Idea
1. Launch 106 Carrefour Market new retail points in the Lazio region, 16 of which in Rome, during a period of crisis.
2. Contribute to making a lovemark out of CARREFOUR and supporting its International positioning: “Positive every day”.
CONCEPT
The calling of cost-effectiveness.
IDEA
No one resists to the calling of cost-effectiveness. Starting from what symbolizes shopping: THE SHOPPING TROLLEYS.
Creative Execution
The campaign was organized in two phases:
Teaser phase started as follows:
for 4 days Rome was invaded by remote-controlled shopping trolleys.
They surprised and excited the Romans. During the last day they even started talking, establishing therefore a direct emotional contact with people.
The mystery was fuelled by the creation of a fake newscast, shown in undergrounds during the real news.
At the same time a mini website www.carrelliinfuga.it amplified the news and gathered photos, videos and people’s impressions and comments about the sightings.
Dynamic video banners made everybody ask just one question: “WHERE ARE THE SHOPPING TROLLEYS GOING?”
The “revealer” phase at last unveiled their destination: the new CARREFOUR MARKET.
With:
a 90” web video.
Coverage on free press,
Another fake newscast in undergrounds and more than 10000 flyers directly distributed to people by the remote controlled shopping trolleys.
Results and Effectiveness
RESULTS
• The video is in top position for views when searching for CARREFOUR MARKET on YouTube.
• 50% of the discount vouchers were spent in the first week.
• + 14% sales in the first two weeks.