The answer came by developing a TV interactive game: “The Magic Code”. The Magic code is a device with an encrypted message –the prize- that could instantly be seen when placed on a decoding light signal broadcasted during a TV program or advertising.We develop an alliance with only one TV channel (Telecinco), which is always challenging for being the leader.To obtain Magic Codes, customers should go to Carrefour and buy certain products.

Customers should watch “Telecinco” to see if their Magic Codes had a prize.This mega-promotion gave away more than 3,000,000 prizes and 50,000,000 Magic Codes.

Carrefour achieved an historical market share recordDue to the alliance Carrefour had a strong media plan at a low cost.50.2% of the Spanish households recalled the promotionTelecinco increased its share of audience being the leader channel in that month.3.5 million people watched daily Carrefour’s comedy ("La Casa Mágica").

Big impact in other media: 46 newspapers took it as a big new in the marketDue to the success, Carrefour implemented this campaign in Greece, France, Italy, Belgium, Turkey, Poland and Brasil.