Ccu DM, Case study QR EMPANADA [video] by Kinder + Lab, OMD Santiago

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QR EMPANADA [video]

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Industry Beers and Ciders
Media Direct marketing, Case study
Market Chile
Agency Kinder + Lab
Agency OMD Santiago
Creative Director Rodrigo Cid-Cristian Lopez
Strategic Planner Paula Morales
Released March 2013

Credits & Description

Advertiser: C.C.U
Agency: OMD CHILE, KINDER + LAB
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Creative Director: Cristian López (Kinder + Lab)
Ignition Director: Jaime Gómez (OMD)
Media Director: Marce Robledo (OMD)
Ignition Assistant: Camila Pérez (OMD)
Media Supervisor: Ivan Reyes (OMD)
Strategic Planner: Paula Morales (OMD)
Strategic Director: Rodrigo Lledó (Kinder + Lab)
Relevancy
Cristal Beer produced empanadas with an edible QR code and delivered them free in folkloric festivals. Consumers who scanned the QR code, immediately knew whether they were winners of one of hundreds of surprise prizes.
Client Brief Or Objective
September is the month of the nation in Chile. A special date where the whole country celebrates its anniversary with folkloric festivals and reviving old traditions, such as the preparation of the empanada. An icon of Chilean gastronomy, this is dough filled with meat, onion, egg and olives, cooked into an oven. It is the typical food that people consume on this date. Cristal Beer as sponsor of these national holidays set the challenge of joining the tradition of the empanada with today's consumers.
Implementation
Mixing 2 ingredients: tradition + technology, to create the 'QR empanada'.
Outcome
With a low budget, we generated content, entertaining to cover by the media, highlighting Cristal Beer as an innovative brand in the National Holidays season.