Issue: Communicate the promotion of Carrefour Italia dedicated to European football in 2016 that took place in France.

Insight: the managers of Carrefour Italy are almost all French.

Idea: Carrefour decides to cheer the Italian football team and communicates through its French leaders.

The result is a fully integrated campaign that brings the same concept and an articulate content strategy on TV, P.o.s. materials, in Facebook (through a web series 'Lessons of Blue'), with a digital activation.
We asked people to teach Carrefour executives to cheer like a true blue: we have received tens of thousands of videos in which people cheering GOOOOOOOOOOOOL!

The communication platform has been designed in every detail: from the stage of strategic business planning, when, starting from the goals, it identifies the insight, the path to the consumer, the relevant touch points to activate, involve and convert.

We also create a live tweeting strategy during the matches of the Italian team.

Agency: McCann/Mrm Milan
Creative Director: Paolo Boccardi
Copywriter: Riccardo Daverio
Art Director: Mario Esposito