With or Without Leonardo
To promote its online shopping service Carrefour decided to roll out an advertising campaign broadcast primarily online whose outcome would be decided by the general public. “With or Without Leonardo” invited users to decide whether the Argentinean actor Leonardo Sbaraglia should become the image spokesperson for Carrefour.es. 90% of users voted in www.conosinleonardo.con stating their desire for the actor to deliver their shopping personally to their homes, transforming him for several days into an actor who delivered more than just his lines.
To promote its online shopping service Carrefour decided to roll out an advertising campaign broadcast primarily online.
The campaign was targeted at the upper-middle/upper class, 25-45 years old, time-starved consumer target audience, primarily young couples with children with both parents working OOH, accustomed to surfing the Net and online transactions.
- In Book Nomination - Idea
- s - Direct Marketing
- Silver - Promotional Marketing