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basics
Industry: Retail & Distribution
Media:Cyber
Market:France
Language:French
Style: Minimalism
descriptioncnen
Summary
Le Mois Magique was a key annual celebration and sales event with promotions and a game of the same name.

Context


The website received a record 500,000 visits in the 15 days of the event, and 60% of those were generated by the video. 2 out of 5 people downloaded the video (43%), and 3.5% of people surfed on the day of the 30 second film. The introduction of humour and intrigue into internet advertising proved to be a successful means of modern communication. And Carrefour’s innovation of advertising through internet films led to receiving a prize in the 2005 Meribel Festival.

Philosophy/Solution


STRATEGY
Integration: to nourish the festive and magic claim of the event with a pedagogic speech explaining how to play the game Le Mois Magique Carrefour.
Rupture: to adopt a different creative tone and approach from the other media.
- An innovating format - 100% video banners - for the online GP campaign (a powerful media plan focused on the 3 main portals: MSN, Yahoo!, Wanadoo).
- A dedicated website presenting the whole sales event and providing the netsurfers with the tools for broadcasting the campaign ("download" and "e-mail to a friend" functionalities).

THE IDEA:
- To put in images in a funny and absurd way the mechanism of a big game,
- Through a saga of 3 advertising films called "Everybody's obsessed by Le Mois Magique Carrefour".

Results


A click rate never reached: 3% over the 4 days of the teasing phase (10" spots with no branding) and 3.48% the day of the 30" films broadcast.
The best audience ever on a Carrefour event website: 500 000 visits in 15 days, including 60% generated by the video advertising.
An excellent video download rate of 43%: 2 Netsurfers exposed out of 5 download a video
credit
Brand:
Agency:
awards
IMC - Integrated Marketing Communications European Awards 2006
Gold
Retailers and Mail Order
Meribel Ad Festival - Central Europe Cristal Awards 2005
Cristal
Promotion
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