Category: Best Consumer Engagement
Advertiser: AGROSUPER
Product/Service: SUPER CERDO
Media Agency: PHD, Santiago, CHILE
Manager: Claudio Sepúlveda (PHD)
Media Director: Rodrigo Almonacid (PHD)
Media Supervisor: Sergio Becerra (PHD)
Media Planner: Sandra Zúñiga (PHD)
Media Digital Planner: Cristián González (PHD)
Media Assistant: Carlos Allende (PHD)
Media placement: Internet - Facebook - 27 June 2011
Media placement: Television - Canal 13 - 27 June 2011
Insights, Strategy & the Idea
In Chile we have two passions: soccer and a barbecue. It’s unthinkable to watch our team play any match without a lit barbecue nearby.
We took advantage of the America Soccer Cup series of matches as the ideal instance to strengthen brand preference for Súper Cerdo.
So we decided to take the America Soccer Cup experience into their homes.
Creative Execution
We invited people to make up teams of 11 friends and upload a photo to www.tucanchatuquincho.cl.
For each one of our team’s matches we chose the one with the most fans and TOOK THE STADIUM TO THEIR HOMES, together with a large barbecue loaded with Súper Cerdo products.
The best experiences were shown on TV thus carrying the Súper Cerdo spirit throughout the country.
Results and Effectiveness
We exceeded team participation by more than 200%
But most important, the brand preference indicator increased 65%