Carrefour: THE TROLLEYS ESCAPE

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: CARREFOUR
Product/Service: SUPERMARKET
Agency: SAATCHI & SAATCHI
Date of First Appearance: May 15 2010
Entrant Company: SAATCHI & SAATCHI, Milan, ITALY
Executive Creative Director/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)
Supporting Creative Team: Fadi Azzi (Saatchi & Saatchi)
Account Director: Graziano Zaia (Saatchi & Saatchi)
Media placement: ambient/guerrilla - street - 13/05/2010
Describe the objective of the promotion.
Launch 106 Carrefour Market new retail points in the Lazio region, 16 of which in Rome, during a period of crisis.
Describe how the promotion developed from concept to implementation.
Concept: cost-effectiveness calls.
Idea: no one can resist the calling of cost-effectiveness.
Starting from what symbolises shopping: THE SHOPPING TROLLEYS.
Explain why the method of promotion was most relevant to the product or service.
We've created a street show with remote controlled shopping trolleys, with the objectives to suprise the people and to generate word of mouth.
Describe the success of the promotion with both client and consumer including some quantifiable results.
RESULTS:
• more than 10,000 flyers directly distributed to people.
• +14% sales in the first two weeks.