Carrefour promoted a Campaign during the 2014 World Cup with none other than the king of Football, Edson Arantes do Nascimento, bringing together several retail and institutional actions that had repercussions both in Brazil and abroad, which made the brand the most remembered during the World Cup period, more than even the official sponsors, such as its main competitor EXTRA, which had Ronaldo Nazário as its poster boy.
With a humorous communication and making associations between the theme and retail jargon and the typical behavior of football fans, King Pelé invited fans with the motto “FAZ A TORCIDA EM CASA BRASIL. FAZ CARREFOUR” (‘Do the cheering at home, Brazil. Do Carrefour.’), in line with the national campaign, and reaching sales and Share of Mind levels never seen before during a World Cup! A thunderous success of audience and sales!
Links:
Main Campaign Video: https://www.youtube.com/watch?v=BPv1IP-IFWs
Technical Specs: https://voxnews.com.br/carrefour-com-pele-para-copa-do-mundo/
Main graphic piece “The King’s Decrees” (Below)
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