Title	BABY NIGHT
Brand	CARREFOUR
Product/Service	BABY NIGHT
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	SAATCHI & SAATCHI Milan, ITALY
Idea Creation	SAATCHI & SAATCHI Milan, ITALY
Production	SAATCHI & SAATCHI Milan, ITALY

Name	Company	Position
Agostino Toscana	Saatchi & Saatchi	Executive Creative Director
Alessandro Orlandi	Saatchi & Saatchi	Creative Director
Manuel Musilli	Saatchi & Saatchi	Creative Director
Paolo Montanari	Saatchi & Saatchi	Client Creative Director
Paola Rolli	Saatchi & Saatchi	Client Creative Director
Giulio Frittaion	Saatchi & Saatchi	Art Director
Massimo Paternoster	Saatchi & Saatchi	Copywriter
Antonia Piergiovanni	Saatchi & Saatchi	Account Manager
Chiara Anglese	Saatchi & Saatchi	Account Executive
Rossana Coruzzi	Saatchi & Saatchi	Art Buyer
Federica Talone	Saatchi & Saatchi	Producer
Fulvio Rossetti	Saatchi & Saatchi	Editor
Francesco Vitaloni	Sing Sing	Sound designer
Silvana Gabelli	Saatchi & Saatchi	Producer

The Campaign

Baby Night is the first website open only from 1 to 5 am. Here, parents that were still awake could download discounts on many products for their children.

Creative Execution

Baby Night is the first website open only from 1 to 5 am. To award parents who were still awake at the most absurd hours, the discounts were greater during the middle of the night.

Results

In the first month, 12% of people awake between 1 and 5 am visited our website and downloaded more than 6,000 discounts.

Carrefour decided to transform mom and dad’s sleepless nights into a great opportunity by creating the first website open only from 1 to 5 am. Here, parents that were still awake could download discounts on many products for their children.

If a child stay has decided to stay awake, mom and dad will too. With Baby Night, parents can save on many products by downloading discounts from 1 to 5 am.