In 2011 the economic crisis is a huge problem for everybody, in Italy.
To face this critical situation people start to save money on their groceries.
The first supermarket opened in Rome in 1961, now Carrefour Market, wants to celebrate its 50° anniversary with an extraordinary event. But the point is: how can we celebrate and generate activation during the crisis?
Engage consumers with an unexpected promotional idea: go back to the Sixties, go back to the years of
Just for a day, prices go back to 1961. And we go back from the Euro to the old Italian Lira: the Carrefour Market sells some products with the same price and currency as they had in the Sixties.
Carrefour Market Rome - Olympic Village - May 20th, 201120.000 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.
- AD board presentation
- Case History
- Agency: Saatchi & Saatchi Milan, ItalyCreative Directors: Agostino Toscana, Alessandro OrlandiDeputy Creative Directors: Paola Rolli, Paolo MontanariCopywriter: Matteo MaggioreArt Director: Stefano PerroneIllustrator: Manlio Truscia
ADCI 2012Promo & Activation categorySILVER