CLIENT

Carrefour

CASE

Carrefour WorldCup 2014

SEGMENT

Retail

Carrefour WorldCup 2014

The Challenge

How can you stand out during the World Cup if the main competitor of CARREFOUR was an official sponsor of the Brazilian team and had hired ex-player Ronaldo “Fenômeno” as its poster boy?

The Solution

Summon the greatest player of all time, and world celebrity, to be together with the Fans: Pelé invites Brazilians to cheer at home and Make Carrefour, buying everything you need to follow the games on TV and on the streets of the biggest football party in the world. “Brazil all supports and makes Carrefour” was the motto of the Campaign that began a year earlier, in 2013, during the Confederations Cup.

The results

With several activations and actions integrated with stores throughout Brazil, the CARREFOUR increased its sales by more than 50% and broke all records in different product categories food and electronics (notably large-screen TVs, LCDs and Plasma) for consecutive months, between June 2013 and July 2014.

What’s more, the French network was Top Of Mind in the Retail Category and largely surpassed the recall of sponsors of the national team and the Cup, in addition to its main competitor EXTRA.

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