Add to Collection
About

About

Background In 2011 the economic crisis is a huge problem for everybody, in Italy. To face this critical situation people start to save money on … Read More
Background 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. Challenge 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? Solution Engage consumers with an unexpected promotional idea: go back to the Sixties, go back to the years of economic boom. Idea 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. Read Less
Published:
Background
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.
 
Challenge
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?
 
Solution
Engage consumers with an unexpected promotional idea: go back to the Sixties, go back to the years of 
economic boom.
 
Idea
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.
 
Results
Carrefour Market Rome - Olympic Village - May 20th, 2011
Billboard.
Billboard.
Billboard.
A4 Flyer distributed the days before the event. Front and back.
ADV board presentation.
Picture from the event.
Case history.
AWARDS: Silver, Art Directors Club Italy
CATEGORY: Live ADV, event