Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: PEPSICO
Product/Service: SABRITAS
Agency: IFAHTO
Asociate Director: Ignacio Famania Gastelum (Ifahto)
Asociate Director: Fernando Famania Gastelum (Ifahto)
Creative Director: Eduardo Zamora Reynaud (Ifahto)
Marketing Manager: Jair Lopez Torres (Ifahto)
Promotion Director: Rafael Rodriguez Enriquez (Ifahto)
Producer: Ivan Ramales de la Peña (Ifahto)
Media placement: BTL - Street (Mexico City) - 11 June 2011
Media placement: BTL - Street (Mexico City) - 12 June 2011
Media placement: BTL - Street (Mexico City) - 18 June 2011
Media placement: BTL - Street (Mexico City) - 19 June 2011
Media placement: BTL - Street (Guadalajara) - 25 June 2011
Media placement: BTL - Street (Monterrey) - 26 June 2011
Media placement: BTL - Street (Guadalajara) - 2 July 2011
Media placement: BTL - Street (Monterrey) - 3 July 2011
Media placement: BTL - Street (Guadalajara) - 9 July 2011
Media placement: BTL - Street (Monterrey) - 10 July 2011
Describe the objective of the promotion.
To amaze the consumer and generate smiles through a sampling action campaign never seen or done before, delivering more than 200 thousand chip bags into their hands. This way they would have a happy memory, remembering it for the rest of their lives.
That was our mission.
Describe how the promotion developed from concept to implementation.
Pepsico wanted to create a positive campaign for their brand Sabritas, in order to impress and offer something incredible to the consumer. So they asked us, ‘is it possible for the product to fall from the sky, as if it was rain?’.
We tried in 3 different ways (using a helicopter, a crane and a balloon filled with product and tied to a little parachute). The third option was the most effective, creative and visually stunning. Then, we solved the legal issues and began to produce the experiential marketing campaign.
Explain why the method of promotion was most relevant to the product or service.
Pepsico wanted to bring smiles to the consumer and to create new ways to engage with them. Having the product falling from the sky was a funny and ‘out of the box’ way to impress and reach them. You always look up to the sky to find hope, inspiration, peace. Now the consumer can look up and remember how they caught the potato chips bags... and found happiness too.
Besides, Sabritas cared about the environment, that´s why we had a special team who cleaned the drop zones in all our points of activation.
Describe the success of the promotion with both client and consumer including some quantifiable results.
After several weekends of activation and more than 200 thousand Sabritas delivered in the 3 main Mexican cities (Guadalajara, Monterrey and Mexico City), the activation impacted more than 8m people directly and indirectly.
The consumer talked about this activation on social media, which made the brand strenghthen its profile as sensitive and creative with them.
Also, we got free publicity on diverse media (TV, radio and blogs). All of this exceeded the brand´s expectations.