Carrefour wanted to increase traffic to its transactional web up to 10% and to encourage people to purchase online. For the launch, Carrefour decided to hire the famous Argentinian actor Leonardo Sbaraglia. The idea is that all purchases made on www.carrefour.es would automatically enter a prize draw to win one of 10 home deliveries made by the actor himself. However, at the last minute, and after some careful deliberation, Carrefour decided that their online shopping service was so good anyway that it didn't really need celebrity endorsement. Leonardo got really mad so we decided it would be best to leave the matter in the hands of the public. By voting in the web, they would decide whether Leonardo should come or not. We launched a website with all the videos of the campaign, mailings to media opinion leaders, press releases, social media actions, emailing and banner campaign which informed users about Leonardo’s whereabouts.

Phase 1: a) Press Release comunicating launchb) Mailing to media opinion leadersc) Mailing to top bloggersd) Dynamization of first video "Statement of the Problem" - With or Without Leonardo?Phase 2: a) Press Relesase revealing outcome of popular votec) Dynamization of 2nd video "Participation and Outcome" - With Leonardo!Phase 3: a) Press Release revealing the result of the drawing for 10 home deliveries made by Leonardo.

b) Dynamization of videos of each of the 10 deliveries.

The participation and the 12 campaign videos take place on the website to create traffic, maintaining a strong link between the brand, its website and the target.

- The outcome of the campaign is uncertain until the end.

- People and their answers are part of the campaign story.- The promotion is both rational (300 €) and emotional (the famous actor Leonardo Sbaraglia brings your purchase home).

The campaign gained increased awareness since its launch.• www.carrefour.es visits raised to 17%.• 90% of the users voted YES, they wanted Leonardo Sbaraglia on www.conosinleonardo.com.

• Keyword search for "Carrefour" on Google doubled, coinciding with the campaign months.• We got more than a million euros in publicity: lots of digital media echoed the campaign, which also had an impact on television, newspaper and radio (17 posts were published and the new appeared in 65 types of media, including a journal and a national news program in prime time).