ALIAS Ambient, DM Hijack by 4am Saatchi & Saatchi Guatemala

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Hijack

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Industry Plastic bags, Containers, Packaging & Wrapping, Retail, Distribution & Rental companies
Media Ambient, Direct marketing
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Designer Guillermo Chang
Released May 2011

Awards

Clio Awards, 2013
Direct Digital/Mobile Silver
Digital/Mobile In-App Advertising Silver
Engagement Guerrilla Bronze

Credits & Description

Advertiser: ALIAS
Product/Service: MEAT PACK
Agency: 4 AM SAATCHI & SAATCHI
Chief Creative Officer: Miguel Mayen (4am Saatchi & Saatchi Guatemala)
Creative Director: Marcopolo Ramirez (4am Saatchi & Saatchi Guatemala)
Creative Director: Jonathan Deleon (4am Saatchi & Saatchi Guatemala)
Designer: Guillermo Chang (4am Saatchi & Saatchi Guatemala)
Music: Elliot Rivas (4am Saatchi & Saatchi Guatemala)
Copywriting Craft: Aritz Bermudez
Head Of Production: Carlos Escobedo
Production: Jorge Juarez (4am Saatchi & Saatchi Guatemala)
Production: Alejandro Perez (4am Saatchi & Saatchi Guatemala)
Animation Graphic Designer: Luis Fernando Roca (4am Saatchi & Saatchi Guatemala)
Chief Executive Officer: Guillermo Martinez (4am Saatchi & Saatchi Guatemala)
Account Executive: Jenny Martinez (4am Saatchi/Saatchi Guatemala)
Film Director: Rodolfo Rivera (Folk Warehouse / Kino)
Photography Director: Rodolfo Rivera/Guiseppe Badalamenti (Folk Warehouse / Kino)
Art Director: Rodolfo Rivera/Rodrigo Fernandez (Folk Warehouse / Kino)
Media placement: Mobile Aplication - Website - December 14, 2011

Insights, Strategy & the Idea
Meat Pack is the trendiest shoe store in Guatemala; a brand known for its edgy, irreverent style... and a store known for its special discounts in limited edition kicks, including brands like adidas, Nike, Puma, and Supra. It opened its doors three years ago and it quickly gathered a cult following with the youth, becoming an icon within the sneakerhead subculture. They needed to launch a new promotion that lived up to their brand standards, characterized by innovation and always surprising their costumers. An innovative way to earn your discount, edgy in its own way.

Creative Execution
To promote the new discount we created Hijack, an enhancement for the official Meat Pack app used by our costumers. Using GPS tracking technology, Hijack was able to recognise our sneakerheads entering the official store of one of the brands sold at Meat Pack and triggered a special notice with a promotion that gave you the chance to earn your discount. How? The discount would start at 99% and it would decrease by a percentage with each second that went by. The countdown discount made people want to hurry towards the Meat Pack store, making the countdown stop. Those who reached the stores faster, got better discounts.

Results and Effectiveness
- More than 600 costumers were hijacked from the competitors.
- All discounted merchandise was sold in record time.
- Every time a discount was redeemed the persons Facebook status automatically changed informing the world about the promotion and generating a viral competitive attitude that spread like wildfire.
- Pedro Rodriguez got a record breaking 89% discount.