Newsan (New San) Digital, Case study The All-in Promo by David Buenos Aires

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The All-in Promo

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Industry TV, Sports Teams & Events
Media Digital, Interactive & Mobile, Case study
Market Argentina
Agency David Buenos Aires
Released June 2018

Awards

Clio Awards 2018
Social Media Product/Service: Social Post Gold

Credits & Description

Brand: Noblex
Agency: Ogilvy Buenos Aires

DAVID Buenos Aires, Argentina Entrant Company
DAVID Buenos Aires, Argentina Idea Creation
CLUSTER MUSIC Buenos Aires, Argentina Additional Company
DRAGONES Buenos Aires, ARGENTINA Additional Company
Joaquín Cubría DAVID CCO
Ignacio Ferioli DAVID CCO
Nicolás Vara DAVID Buenos Aires Creative Director
Ignacio Flotta DAVID Buenos Aires Creative Director
Gastón Bigio DAVID Buenos Aires Copywriter
Emanuel Abeijón DAVID Buenos Aires Managing Director
Candela Camacho DAVID Buenos Aires Account Executive
Pefy Carr Rollitt DAVID Buenos Aires Agency Producer
Marcelo Romeo Newsan Responsible for the client
Gabriela Rossi Newsan Responsible for the client
Emiliano Blas Newsan Responsible for the client
Federico Zarlenga Newsan Responsible for the client
Dragones Dragones Community Management
Synopsis:
The creative work was created by Ogilvy Buenos Aired for Noblex.
Synopsis:
2018 is the year of the football World Cup. Historically the most watched event in Argentina, a country that breathes football. No need to say it’s high season for electronics retail.
Noblex is an Argentine TV manufacturer competing with Samsung, Sony and LG; offering a product that’s similar in quality and in price. But when it comes to technology consumers prefer asian brands.
To make things even more complex, there was a latent possibility that the Argentine team did not qualify for the World Cup in Russia.
Strategy
The campaign was targeted to football fans considering to renew their TVs before the World Cup. Those who thought the team was going to make it and those who thought the oposite too. While most brands panicked, (national and global, sponsors and non-sponsors) Noblex saw a unique opportunity for themselves.
Official Sponsors like Coca-Cola and Inbev went into complete communication silence being Noblex the only supporter to stand up for the national team with the bold proposition of tying their bussiness to their sport result. With Argentina classified to the world cup, the enormous risk of the bet became an immense capital for the brand.
Relevancy
The “All In Promo” is a limited-time promotion that offered those who bought their Noblex 4K TVs a full refund in case Argentina did not qualify for the World Cup. It uses the power of a simple idea to drive purchase, acquire new customers for the brand and reinforce the relationship with brand lovers. With little investment it connected with every football fan willing to renew the TV before the world cup. It became a national hit and resulted in amazing business results like selling out it’s online stock billing S11M.
Outcome
COMMS RESULTS:
With only 2 paid tweets and a 115 OOH placements (Total media budget $100.000 ):
- Impressions: 406MM.
- Sponsor with most interactions in 2017 (over other sponsors like Inbev and Coca-Cola)
-Total organic reach 57,000,000
-Earned Media: $13,017,126
-Most mentioned brand on twitter in Argentina, 2017.
Execution
Noblex launched the “all in promo” from its Twitter account and a small placement circuit of OOH, previous to the last three classification matches. The online stock of 3000 TV sets sold out immediately. The pathetic performance of the national team caused a public outcry and forced the brand to extend the promotion for the final decisive match vs. Ecuador. An extra round of 2000 sets sold out in 6 hours. The Noblex CEO became the laugh of the nation on Twitter. So it was brought to life through a personal account (@gerentedenoblex) on twitter that interacted with trolls in real time during the final match.
In the end, Argentina won that match 3 to 1, ensuring the classification and the success of the promotion.
Campaign Description
3 matches before the end of the South American qualifiers to the World Cup, the Argentine National Team was left with zero margin for error and little chances to qualify. So Noblex launched the “All In Promo”, a limited-time promotion (72 hours) that offered those who bought their 4K TVs a full refund in case Argentina did not qualify for the World Cup.