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About

About

To celebrate Carrefour Market 50° anniversary, we've have organized a special event. Just for a day, prices go back to 1961.
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
20.000 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
Outdoors
Flyers
Case History
Agency: Saatchi & Saatchi Milan, Italy
Creative Directors: Agostino Toscana, Alessandro Orlandi
Deputy Creative Directors: Paola Rolli, Paolo Montanari
Copywriter: Matteo Maggiore
Art Director: Stefano Perrone
Illustrator: Manlio Truscia
 
 
Awards:
ADCI 2012 
Promo & Activation category
SILVER