Tortrix: SAP A LA TORTRIX

Credits & Description:

Advertiser: FRITO-LAY
Agency: BBDO GUATEMALA
Category: Best Use of Audio
Advertising campaign: SAP A LA TORTRIX
Vice President Creative: Diego Lanzi (BBDO)
Producer: Fernando Salgado (BBDO)
Chief Operating Officer: Marcelo Alvárez (BBDO)
Director: Sylvia De Arévalo (OMD)
Senior Creative: Heber Flores (BBDO)
Creative Director: Juan Manuel Ordoñez (BBDO)
Production House: Miguel Docal (Películas Mandrake)
Art Director: Rodrigo Ponce (BBDO)
Chief Executive Officer: Santiago Londoño (OMD)

Execution
That´s how we came up with “Sap a la Tortrix”First we made dubbed recordings of soap operas, movies, TV series and soccer games with the accent and characteristic way of speaking of Guatemalans.After that we intervened the Secondary Audio Programming (SAP) channel that lets users hear a different audio for a broadcasted video.And during the show an overlying text invited viewers to use the SAP function.

Effectiveness
We achieved and increase of 20% of effectiveness by making a direct show intervention instead of placing an ad during the commercials break.The Action made more than Twenty thousand dollars of free press and more that ten thousand mentions in Twitter and Facebook after airing.With this simple idea Tortrix managed to prevent people from losing their identity and through television remember how rich and unique their language and country really are, with so many customs and traditions that makeup their identity

Strategy
In Guatemala people have many different sayings, words and unique and witty ways they speak, eat, sing and even feel.But about 85% of National TV´s content is made up of foreign shows. This means that the audience spends hundreds of hours listening to voices with mexican and colombian accents, even local soccer games are narrated by Argentinian anchormen.People have already started to add words and phrases from those countries in their everyday vocabulary, endangering their unique way of speaking and creating serious identity issues.Tortrix, the most important snack brand in Guatemala, has always been known for bringing up the national pride and allegiance to the local culture.On their 50th Anniversary they had to do something to protect their consumers from this problem.