Promart Homecenter Print LEND YOUR HOUSE TO EL TINO by Y&R Bogota

Adsarchive » Print ads » Promart Homecenter » LEND YOUR HOUSE TO EL TINO


Pin to Collection
Add a note
Industry Retail, Distribution & Rental companies, Supermarkets
Media Print, Magazine & Newspaper
Market Colombia
Agency Y&R Bogota
Executive Creative Director Victor Osorio, Tito Chamorro, Julian Jaramillo
Creative Director Germán Zúñiga
Art Director Luis Eduardo Garcia, Henry Neira, Miguel Cortes, Alejandra Giraldo
Copywriter Oscar Gonzalez, Jairo Rubiano, Diego Vera
Producer Daniela Cortes Direktor Films
Released February 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Chief Creative Officer: Mauricio Rocha (Young&Rubicam Colombia)
Executive Creative Director: Victor Manuel Osorio (Young&Rubicam Colombia)
Executive Creative Director: Tito Chamorro (Young&Rubicam Colombia)
Executive Creative Director: Julian Jaramillo (Young&Rubicam Colombia)
Creative Director: Germán Zúñiga (Young&Rubicam Colombia)
Copywriter: Diego Vera (Young&Rubicam Colombia)
Copywriter: Jairo Rubiano (Young&Rubicam Colombia)
Copywriter: Oscar Gonzalez (Young&Rubicam Colombia)
Head Of Art: Diego Suarez (Young&Rubicam Colombia)
Art Director: Miguel Cortes (Young&Rubicam Colombia)
Art Director: Eduardo García (Young&Rubicam Colombia)
Art Director: Henry Neira (Young&Rubicam Colombia)
Art Director: Alejandra Giraldo (Young&Rubicam Colombia)
Motion Graphic: Leonardo Carrasco (Young&Rubicam Colombia)
Account Manager: Rodrigo Gamba (Young&Rubicam Colombia)
Account Executive: Tatiana Mora (Young&Rubicam Colombia)
Producer: Direktor Films
Sound Design: (Sonic Boom)
Media placement: Fan Page - Facebook - 12 February 2012
Media placement: TV Campaign - 2 Spots - Caracol TV - RCN TV - 12 February 2012
Media placement: Viral Campaign - 6 Videos - Youtube - 12 February 2012
Media placement: PR Campaign - RCN Radio - Caracol Radio - Caracol TV - El Tiempo Channel - Uno Channel - National Newspapers - 13 February 2012

Describe the objective of the promotion.
The objective of 'Lend Your House To El Tino' was to exceed 2011 sales with a campaign that generated hype and a high degree of interaction with anyone around the country, as Homecenter is a multi-target brand.

Describe how the promotion developed from concept to implementation.
Using the strategic idea of 'The Best Excuse for Remodelling Your Home' we came up with the 'Lend Your House To El Tino' campaign. This grew into a platform for participation by any Colombian anywhere to put up their house for the famous ex-soccer player to hold a knock-down-drag-‘em-out party; the ulterior motive was to have 'El Tino' trash their house completely, so he could then say, 'I did all this because Homecenter’s 'Sales Season' is on: The Best Excuse for Remodelling Your Home'. After the dust settled from the party, Homecenter remodelled the house trashed by 'El Tino'.

Explain why the method of promotion was most relevant to the product or service.
'Lend Your House To El Tino' boosted the relevance of Homecenter’s 'Sales Season' because it gave Colombians the opportunity to have one of soccer’s greats in their home, because it increased sales 34% over the 2011 'Sales Season' and finally, because Homecenter completely remodelled the house of the family that had the guts to let 'El Tino' in the door.

Describe the success of the promotion with both client and consumer including some quantifiable results.
77,000 hits on YouTube

17,505 people 'loaned' their house on the Fan Page

The campaign earnt US$300,000 in Free Press

25,678 unique users watched the Live Streaming transmission on the day of the party

'El Tino' became the spokesperson for Homecenter's 'Home Season', achieving a 38% boost in sales for 'Home Season 2011'

Homecenter remodelled the home of the family who dared to loan it out to 'El Tino'