V. Suarez Promo, Case study VUVUZELA by DDB Puerto Rico

VUVUZELA
The Promo / PR Ad titled VUVUZELA was done by DDB Puerto Rico advertising agency for V. Suarez in Puerto Rico. It was released in Jul 2010.
Advertising campaign for V. Suarez

V. Suarez: VUVUZELA

Brand
V. Suarez
Media
Promo, Case study
Released
July 2010
Posted
July 2010
Market
Puerto Rico
Industry
Insecticides
Agency
DDB Puerto Rico
Copywriter
Aníbal E. Quiñones
Art Director
José M.rivera
Creative Director
Leslie Robles
Account Supervisor
Edgardo Manuel Rivera

Credits & Description:

Category: Best Use of Screens

Advertiser: V. SUÁREZ & CO.

Product/Service: REAL KILL INSECTICIDE

Agency: DDB EJE

Date of First Appearance: Jul 7 2010

Entrant Company: DDB EJE, San Juan, PUERTO RICO

Chief Creative Officer: Enrique Renta (DDB EJE)

Creative Director: Leslie Robles (DDB EJE)

Art Director: José M.Rivera (DDB EJE)

Copywriter: Aníbal E. Quiñones (DDB EJE)

Account Supervisor: Edgardo Manuel Rivera (DDB EJE)

Media placement: TV - Univision - 7/7/2010



Insights, Strategy & the Idea

Real Kill is a leading Brand of household Insecticide. Due to a small budget its communication strategy revolves around non traditional apertures during high season. High humidity, rains and temperature increase the population of mosquitoes in the Tropics.  



Target: Persons 25-49, heads of household concerned for the wellbeing of their families. Fans of outdoor family activities, and sports. Football provided the opportunity to celebrate viewing parties and home gatherings. They have to struggle with huge swarms of flying insect’s characteristic of the tropics.



Insight: The World Cup was spoiled by the noise of the notorious Vuvuzelas, a jarring sound reminiscent of mosquito swarms. We decided it was a huge opportunity to deliver a message for our product.



The idea was pertinent to de audience as they gathered at night to watch the games, enduring both the noise of the Vuvuzela and the discomfort of mosquito bites.



Creative Execution

We negotiated with the official TV Station to insert a message during the transmition of the famous Game: Holland vs. Spain. In the midst of the airing we inserted a segment where the jarring Vuvuzelas went silent as a Bottle of Real Kill entered the frame and sprayed.



Results and Effectiveness

We achieved a rating of 6.0 , aud. : 102.2 , Share: 59%

59% of our target audience population was exposed to our “ad” in a single dramatically memorable occasion, at the moment where the product was most relevant and at a fraction of traditional media budget.