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Perusssian Prices

Perusssian Prices | Plaza Vea | DDB
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basics
Industry: Retail & Distribution
Media:Promotion & Event
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

This campaign took place during a crucial and unique moment for thousands of Peruvian fans, who have not had the chance to see their national team play a World Cup in 36 years. These hardcore fans did everything it took to get to Russia – a country 3 times more expensive - and the least we could do as a leading supermarket brand, was to make this experience even more special for them by helping them save some money.

Background

• Situation
After 36 years, Peru qualified to a World Cup. Yes, you’d think everyone would be excited to finally see their team play abroad, but there was just one problem: the tournament took place in Russia - a country 3 times more expensive.

• Brief
Taking in consideration that thousands of Peruvian fans had applied for loans and sold their belongings to travel and experience this once in a lifetime opportunity; we knew, as a local brand, that we had to do something very special for them.

• Objectives
To create a unique experience for thousands of Peruvian football fans who travelled more than 14,000km to see their national team play, help them save money during their stay in Russia, and generate conversation surrounding our brand and its well-known low prices.

Describe the creative idea (20% of vote)

Peru classifying to a World Cup after 36 years was already a once in a lifetime event; and we took advantage of our well-known nationwide low prices to plan a great idea. We located the 3 main supermarkets in the cities where Peru was going to play - Saransk, Yekaterinburg, and Sochi – and made a unique agreement with them: To lower their prices, so they could match the ones in Peru. By doing this; Peruvian fans saved plenty of money by spending much less, and all they had to do was to show their ID.

Describe the strategy (20% of vote)

• Target audience (consumer demographic/individuals/organisations)
Our main target was the thousands of Peruvian football fans who travelled to Sochi, Saransk and Yekaterinburg during World Cup season. But we also triggered our social media followers and consumers, so they could also be part of this new experience.

• Approach
Before the World Cup began, we made sure our followers knew Plaza Vea was launching a unique experience for Peruvian football fans, by posting a video with the news, followed by simple instructions on how to locate our stores in Russia and access our low prices.

Describe the execution (30% of vote)

First, we contacted the 3 main supermarkets in the cities where Peru was going to play (Saransk, Yekaterinburg and Sochi) and offered them to become part of a special agreement with us, which involved lowering their prices, so they could match the ones in Peru.
Here’s how we made this arrangement work: We transformed these Russian supermarkets by placing our low prices in soles currency, next to the original product prices. And all Peruvians fans had to do to access our low prices was to show their ID or passport.
We also intervened our FB page, so our followers could locate the 3 Plaza Vea stores in Russia by clicking on the location map.

List the results (30% of vote)

Perussian Prices impacted our business in positive ways: Increasing our sales and transactions by 7.5% and 3.1% respectively versus the previous year, and by amplifying the perception of our low prices in Peru by 3%.
During its launch online, it accomplished an engagement of 14% by reaching 4.88M people and getting a total of 3.5M views. It also got 2.5 million dollars in earned media, 65 million impressions and 98% of positive mentions.
TV shows, the news and people all over the media also got to know and love this campaign, acknowledging its importance in times like these.
With Perussian Prices, we not only helped thousands of Peruvian football fans save plenty of money during their stay, but we also were able to make their unique adventure in the world’s biggest sport event, an even more memorable one.

45 MM IMPRESSIONS

98% POSITIVE MENTIONS

2.5 MM DOLLARS IN EARNED MEDIA
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Planner:
Production Company:
Director:
Director of Photography:
Post Production:
Other credit:General Creative Director: Sergio Franco / Luciano Leone
Head of Art: Luciano Leone
General Account Director: Alberto Goachet
Post Production Supervisor: Jorge Luis Áviles
Audio Company: Audiopost
awards
Cannes Lions International Festival of Creativity 2019
Gold Brand Experience & Activation
Retail
Cannes Lions International Festival of Creativity 2019
Gold PR
Social Behaviour & Cultural Insight
Cannes Lions International Festival of Creativity 2019
Bronze Brand Experience & Activation
Retail Promotions & Competitions
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