Carrefour Print VIROU.GR by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Supermarkets
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Art Director Roberta Harada, Isabelle De Vooght | Roberta Harada
Copywriter Isaac Serruya
Illustrator Mauro Ferreira
Released May 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: CARREFOUR
Product/Service: RETAIL
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Isabelle De Vooght (F/Nazca Saatchi & Saatchi)
Art Director: Roberta Harada (F/Nazca Saatchi & Saatchi)
Copywriter: Isaac Serruya (F/Nazca Saatchi & Saatchi)
Illustrator: Mauro Ferreira (F/Nazca Saatchi & Saatchi)
Programmer: Ariadne Gomes (F/Nazca Saatchi & Saatchi)
Programmer: Jefferson Russo (F/Nazca Saatchi & Saatchi)
Art Buyer: Edna Bombini (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Graphic Producer: Carlos Vieira (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner: Mark Cardoso (F/Nazca Saatchi & Saatchi)
Account Manager: Daniela Keller/Marcela Keller/Marcela Calfat/Giovanna Prata (F/Nazca Saatchi & Saatchi)
Media Team: Lica Bueno/Rafaela Queiroz (F/Nazca Saatchi & Saatchi)
Agency Producer: Regianni Petinelli (F/Nazca Saatchi & Saatchi)
Advertiser Supervisor: José Melchert (Carrefour)
Advertiser's Supervisor: Mauricio Martiniano (Carrefour)
Advertiser Supervisor: Arnaldo Karabachian (Carrefour)
Media placement: PR ACTION - Blogs, Social Networks - 2 May 2011

Describe the objective of the promotion.
Our aim was to set off a social commitment action for Carrefour - a platform already in place, but lacking dynamism.

Furthermore, Carrefour needed to use the weight behind its brand and its large audience to enlist the public for a socially relevant cause - or, use the brand as a public catalyst.

In digital media terms, one thing that characterises Brazilians is that they are avid social-media consumers. From the estimated 75m internet surfers, 23% use Twitter on a regular basis. Brazilians’ footprint on Facebook has grown by 289% in 2011, amounting to some 28m users.

Describe how the promotion developed from concept to implementation.
To encourage Carrefour consumers to team up and support one of its social functions, We created a URL Shortener whereby each shortened character was transformed into 1 gram of food to be donated to the Brazilian Red Cross. The public’s involvement was so enthusiastic that the first ton of food was garnered in the first 24 hours -- in a program aimed at gathering 10 tons until the closing date.

Explain why the method of promotion was most relevant to the product or service.
Carrefour partnered with F/Nazca in developing
'' - a URL shortener with a heart. Thus, for every character shortened through, Carrefour donates 1 gram of food to the Brazilian Red Cross. ' in Portuguese means: turned into grammes. On the platform-launching day, we sent out macaroni letters packages to digital influencers in Brazil and abroad. Printed on the package were instructions and an explanation of the platform. The call to action 'shorten URLs and fight hunger' was launched on May 2011, and enabled Brazilians to make a difference by way of their daily online surfing

Describe the success of the promotion with both client and consumer including some quantifiable results.
24 hours after the official launch, transmuted 1m characters into one full ton of food. In a single day, over 9,000 links were shortened; within the month, this number rose to 60,000 links. The website attracted web surfers from other countries, who were thrilled to participate in a lifesaving campaign by using their social media.

In November, Carrefour surpassed its initial goal of transforming 10m characters into 10 tons of food, and went on distributing food packages to the needy in many Brazilian cities like Palmares and Barreiros, being now ready to launch the campaign's second phase.