Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ELECTROLUX
Product/Service: ULTRAONE
Agency: JWT MEXICO
Chief Creative Officer: Manuel Techera (JWT Mexico)
Executive Creative Director: Enrique Codesido (JWT Mexico)
Executive Creative Director: Daniel Granatta (JWT Mexico)
Creative Director/Copywriter: Martin Flax (JWT Mexico)
Agency Producer: Gilberto Amezquita (JWT Mexico)
Art Director: Abraham Navarrete (JWT Mexico)
Art Director: Julian Smith (JWT Mexico)
Production: Patricia Cruz (JWT Mexico)
Photographer: Edgar de la Cruz (JWT Mexico)
Production: Mauricio Blancarte (JWT Mexico)
Media placement: Ambient - La Monumental Stadium - March 1st, 2012
Describe the objective of the promotion.
Objective:
To communicate the high-speed suction power of the new Electrolux 'Ultraone' in an unexpected and cost-efficient way.
Describe how the promotion developed from concept to implementation.
We placed a blowup of the vacuum cleaner on the bleachers of a stadium. At the end of the music show the people exited the stadium and discovered the Electrolux 'Ultraone' as they were leaving. The action around the gigantography created the illusion that the product was 'suctioning' and 'removing' everybody from the stadium.
Describe the success of the promotion with both client and consumer including some quantifiable results.
35,000 people were impacted in each show. The message was amplified with a video and comments on social networks and blogs.