Carrefour Promo, Case study WITH OR WITHOUT LEONARDO by Shackleton Spain

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WITH OR WITHOUT LEONARDO

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Industry Online Retail & E-stores
Media Promo & PR, Case study
Agency Shackleton Spain
Executive Creative Director Alfonso Marian
Art Director Tania Riera
Copywriter Natalia Rodriguez
Released September 2010

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: CARREFOUR
Product/Service: ONLINE SHOPPING
Chief Creative Director: Juan Nonzioli (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Copywriter: Natalia Rodriguez (Shackleton)
Art Director: Tania Riera (Shackleton)
Account Executive: Carlos Ranedo / Paola Gonzalez / Paula Hijosa (Shackleton)
Executive Creative Director: Alfonso Marian (Shackleton)
Online Creative Director: Alvaro Gonzalez (Shackleton)
DM Creative Director: Antonio Herrero (Shackleton)
DM Art Director: Alfredo Ustara (Shackleton)
DM Copywriter: Raul Lazcano (Shackleton)
Online Copywriter: Rubén Jimenez (Shackleton)
Online Art Director: Patricia Campuzano / Javier Solo de Zaldivar (Shackleton)
Online Production Manager: Joaquin Garcia Morato (Shackleton)
Online Production Team: Gonzalo Fernandez / Pablo Ingold (Shackleton)
Social Media Manager: Coque Pons (Shackleton)
Social Brand Manager: Elena Íbañez (Shackleton)
Social & Public Relations Team: Eva Leoz / Lara Garcia / Cristina Fernandez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Audiovisual Editors: Paula Cuadrado / Jordi Canela / Paloma Martin (Shackleton)
Media placement: Internet Videos - 12 Shots - Internet - 30 September 2010
Media placement: PR Mailing - 1 Shot - Top Media Leaders - 30 September 2010
Media placement: PR Mailing - 1 Shot - Selected Bloggers - 30 September 2010
Media placement: Banner Campaign - 2 Shots - Internet - 30 September 2010
Media placement: Website - Internet - 30 September 2010

Summary of the Campaign
Carrefour wanted to increase traffic to its transactional web up to 10% and encourage people to purchase online.
For the launch, Carrefour decided to hire the famous Argentinean actor Leonardo Sbaraglia.
The idea is that all purchases made on www.carrefour.es would automatically enter a prize draw to win one of 10 home deliveries made by the actor himself.
However, at the last minute, and after some careful deliberation, Carrefour decided that their online shopping service was so good anyway that it didn't really need celebrity endorsement.
Leonardo got really mad so we decided it would be best to leave the matter in the hands of the public. By voting on the web, they would decide whether Leonardo should come or not.
We launched a website with all the videos of the campaign, mailings to media opinion leaders, press releases, social media actions, emailing and a banner campaign which informed users about Leonardo’s whereabouts.
As a result, visits to Carrefour's online shopping web raised to 17%. The PR plan spread the word and 90% of the users voted YES, they wanted Leonardo Sbaraglia. Brand reputation and awareness improved. The keyword search for "Carrefour" in Google doubled, coinciding with the campaign months.

The Situation
Carrefour wanted to launch a campaign to promote its online shopping service. They wanted to increase purchases online, communicate the improvements made on the service, as well as capture the attention and participation in contents launched on the web.

Carrefour decided people should should have the final say on whether they should use celebrity endorsement of the famous Argentinean actor to promote www.carrefour.es.

A PR communication plan was necessary to:
- Get the public to participate in the final decision on this endorsement by voting online.
- Maintain the target's attention and engagement during all three phases of the campaign.
- Generate media impacts for campaign awareness.

The Goal
Carrefour wanted to increase traffic to its transactional web up to 10% and to encourage people to purchase online.

Target: medium-high profile, high profile, aged between 25 to 45 and with little free time. Young couples with children where both spouses work outside home. A public used to surfing the Internet and making online purchases.

The Strategy
Carrefour launched a new campaign to promote its online shopping service on: www.carrefour.es.

To support the launch, Carrefour decided to hire the famous Argentinean actor Leonardo Sbaraglia.
The idea is that all purchases made on www.carrefour.es would automatically enter a prize draw to win one of 10 home deliveries made by the actor himself.

However, at the last minute, Carrefour decided that their online shopping service was so good anyway that it didn’t need celebrity endorsement.

So, what next? Leonardo got really mad, of course, and insisted he wanted to go to Spain anyway.

So we decided to leave the matter in the hands of the public. By voting on the web they would decide whether to bring Leonardo or not.

The website, internet videos, mailings to media opinion leaders, press releases, social media actions, emailing and a banner campaign informed users about Leonardo’s whereabouts.

Execution

Phase 1:
a) Press Release comunicating launch
b) Mailing to media opinion leaders
c) Mailing to top bloggers
d) Dynamization of first video "Statement of the Problem" - With or Without Leonardo?

Phase 2:
a) Press Relesase revealing outcome of popular vote
c) Dynamization of 2nd video "Participation and Outcome" - With Leonardo!

Phase 3:
a) Press Release revealing the result of the drawing for 10 home deliveries made by Leonardo.
b) Dynamization of videos of each of the 10 deliveries.

The participation and the 12 campaign videos take place on the website to create traffic, maintaining a strong link between the brand, its website and the target.
- The outcome of the campaign is uncertain until the end.
- People and their answers are part of the campaign story.
- The promotion is both rational (300 €) and emotional (the famous actor Leonardo Sbaraglia brings your purchase home).

Documented Results
The campaign gained increased awareness since its launch.

• www.carrefour.es visits raised to 17%.
• 90% of the users voted YES, they wanted Leonardo Sbaraglia on www.conosinleonardo.com.
• Keyword search for "Carrefour" on Google doubled, coinciding with the campaign months.
• We got more than a million euros in publicity: lots of digital media echoed the campaign, which also had an impact on television, newspaper and radio (17 posts were published and the new appeared in 65 types of media, including a journal and a national news program in prime time).