Sadia DM HOT COMBAT BATTLE by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo

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Industry Fast food
Media Direct marketing
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Creative Director Juliana Constantino, Ricardo Velasco
Art Director Domingos Octaviano, Bruno Damião
Copywriter Murilo Zeneddine
Producer Andréia Cequete
Agency Isobar Sao Paulo
Released February 2012

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: SADIA
Product/Service: PIZZA HOT POCKET
Creative Vice President: Raphael Vasconcellos (AgênciaClick Isobar)
Creative Director: Juliana Constantino (AgênciaClick Isobar)
Creative Director: Ricardo Velasco (AgênciaClick Isobar)
Art Director: Bruno Damião (AgênciaClick Isobar)
Art Director: Domingos Octaviano (AgênciaClick Isobar)
Copywriter: Murilo Zeneddine (AgênciaClick Isobar)
Producer: Andréia Cequete (AgênciaClick Isobar)
Account Manager: André Chueri (AgênciaClick Isobar)
Media Executive Director: Rose Campiani (AgênciaClick Isobar)
Strategic Planning Executive Director: Bertrand Cocallemen (AgênciaClick Isobar)
Community Manager: Rafaela Ferrari (AgênciaClick Isobar)
Media placement: Facebook Hotsite - Facebook - February 2012
Media placement: Internet Film - You Tube / Facebook - February 2012
Media placement: Online Game - Facebook - February 2012
Media placement: Online Campaign - Portals / Sites / Blogs - February 2012
Media placement: Online Game - Facebook - February 2012

Describe the brief/objective of the direct campaign.
In the beginning of the year, Sadia Hot Pocket was about to release 2 new flavours of its traditional cheeseburger. But which flavours would they be? We selected 5 incredible new sauces very well known in Brasil and gave people the chance to create the first collaborative sandwich in the world. The Hot Combat campaign was to build strength of recognition in its consumers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
5 new sauces were under dispute to gain access to the supermarket shelves. This was the fuse for the first battle of sauces in history, with Facebook fans fighting for their favourite flavours. The 2 teams with the highest ranks won the battle and their chosen sauces became 2 new Hot Pocket cheeseburgers. To recruit troops, we offered the fans an arsenal with items that could be shared on Facebook, Twitter and YouTube. We also released the game 'Crossed Sauces' on Facebook, a pixel duel that turned each pixel of a profile picture into a soldier that would fight the enemy’s pixels to defend their sauce.

Explain why the creative execution was relevant to the product or service.
Hot Pocket is well known for being a brand that understands and listens to its consumers. But, for the first time, they could be a important part not only in the campaign but in the product creation. The battle to choose the favourite flavours made the consumer's wishes become reality in a funny way.

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.
With a defence arsenal for shares and one arena for pixel duels, the site has impacted over 10m people on Facebook.
The number of people talking about Hot Pocket on Facebook jumped from 2,000 to 33,000, which generated nearly 30,000 news fans. More than 50,000 exciting pixel duels were fought amongst Hot Pocket fans.