Case Film

Presentation Image

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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.