THA CALL THAT LAUNCHED A POPSICLE TO STARDOM by Proximity Bogota for Popsicle

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THA CALL THAT LAUNCHED A POPSICLE TO STARDOM

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Industry Ice cream & Cold desserts
Media Direct marketing
Market Colombia
Agency Proximity Bogota
Creative Director Alejandro Mesa
Art Director Angela Obando
Copywriter Maria Jimena Mesa
Released January 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MEALS DE COLOMBIA
Product/Service: ICE CREAM
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Jan 16 2011
Entrant Company: PROXIMITY COLOMBIA, Bogota, COLOMBIA
Entry URL: http://204.3.178.174/aloha/Alohapabloenglishpal.mpg
Chief Creative Officer: Mario Bertieri (Proximity Colombia)
Creative Executive Officer: Sandra Piedrahita (Proximity Colombia)
Account Vice President: Juan Fernando Nino (Proximity Colombia)
Creative Director: Alejandro Mesa (Proximity Colombia)
Account Director: Carolina de la Torre (Proximity Colombia)
Copywriter: Maria Jimena Mesa (Proximity Colombia)
Art Director: Angela Obando (Proximity Colombia)
Web Designer: Daniel Ramirez (Proximity Colombia)
Account Executive: Carolyn Forero (Proximity Colombia)
Media placement: Phone Call - Mobile Phones - 15 January 2011
Media placement: TV Campaign - 1 Spot - RCN And Caracol - 15 January 2011
Media placement: Web Site - Www.aloha.com.co - 15 January 2011
Media placement: Internet - Facebook Ads - 15 January 2011

Describe the brief/objective of the direct campaign.
Aloha is a Popsicle that claims to cool down teens when they do something embarrassing.
We had to launch a new Popsicle flavour using an old, non successful and seen-millions-of-times TV spot.

How many options we had?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The TV spot showed Pablo, a teenager who called his girlfriend but declared his love to the wrong person on the line.
BINGO! It had two perfect moments: a phone call and something that all the teens love to do, laugh from each other when they get into something embarrassing.
We put both together, and for the very first time a phone call launched a Popsicle to stardom. More than 90,000 teens were called from an unknown Pablo, they laughed and made it viral, letting their friends to know the popsicle too.

Explain why the creative execution was relevant to the product or service.
Teens love their mobile phones and they love even more to make fun of their friends when they get involved in embarrassing situations.
Putting those strengths together, we took the best of an ugly situation and turned it into something completely new and great.
Teens were in charge of spreading the phone call to all of their friends just for the fun of it.

All of that with just a simple phone call.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More than 90,000 teens answer the call from Pablo.
Surprisingly, the first week, we spend the phone calls we had planned, so we had to buy 80.000 more.

In the middle of a rainy season, when nobody buys popsicles and sales always fall, we managed to maintain sales achieving a 110%.

All with just a simple phone call.