GLADIATOR Print CEO DETECTOR by DDB Mexico

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CEO DETECTOR

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Mexico
Agency DDB Mexico
Art Director Mariela Rueda Alvarez
Copywriter Jesús García, David Marcos Castellanos
Released March 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: THE COCA-COLA COMPANY
Product/Service: GLADIATOR ENERGY DRINK
Agency: DDB MEXICO
Chief Creative Officer: Walter Aregger (Tribal Mexico / DDB Mexico)
Chief Creative Officer: Hernán Ibarra (Tribal Mexico / DDB Mexico)
Creative Director: David Marcos (Tribal Mexico / DDB Mexico)
Creative Director: Mariela Rueda (Tribal Mexico / DDB Mexico)
Copywriter: Jesús García (Tribal Mexico / DDB Mexico)
Copywriter: David Marcos (Tribal Mexico / DDB Mexico)
Art Director: Mariela Rueda (Tribal Mexico / DDB Mexico)
Agency Producer: Marcelo Genel (Tribal Mexico / DDB Mexico)
Account Manager: Pedro Ramírez (Tribal Mexico / DDB Mexico)
Media placement: Outdoor Ambient - 40 Offices And 20 Universities Across The Country. - March 7, 2012

Describe the objective of the promotion.

Gladiator is a brand competing against Red Bull, a very strong competitor and the absolute owner of the territory of party and nights. The main strength of Red Bull is the connection with youths. Gladiator wanted to generate a differentiated territory and, very far from Red Bull, be the energising beverage for the office and school; a product for the day, not for the night.

Describe how the promotion developed from concept to implementation.
The brand concept was inspired by the reality we all face: in our lives we have to work hard, we need to stay until late trying to gain a position in a company, dreaming about a salary rise. On the other hand, there are those privileged millionaires and top executives that do not have to make any efforts in life. We used this concept for creating a machine able to tell you the probability you had of becoming a CEO according to your face.

Explain why the method of promotion was most relevant to the product or service.
We visited offices and universities across the country to invite people to test their faces. The message was very clear: if you are not one of the privileged ones that will be a CEO you will have to work hard, so you will need Gladiator. The activity was designed to create a social dynamic in which people challenge their peers to participate and take the test. The brand was very relevant as part of the activity.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign consolidated our market leadership reaching 45% of market share, an increase of 5 points vs the previous year.
During December 2011 brand volume also grew by 36% compared to the previous year.
Gladiator gained 3 points of share on distribution at the end of 2011.
Gladiator increased product trial by 3.9% during the period of the campaign.