Promart Homecenter Print THE WORLD'S BIGGEST PIÑATA by Y&R Bogota

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Industry Retail, Distribution & Rental companies, Supermarkets
Media Print, Magazine & Newspaper
Market Colombia
Agency Y&R Bogota
Executive Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio, Tito Chamorro, Julián Jaramillo
Creative Director Germán Zúñiga, Diana Osorio
Art Director Luis Eduardo Garcia, Henry Neira, Miguel Cortes, Alejandra Giraldo
Copywriter Oscar Gonzalez, Jairo Rubiano, Diego Vera
Producer Chilaut
Released February 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Chief Creative Officer: Mauricio Rocha (Young & Rubicam Colombia)
Executive Creative Director: Tito Chamorro (Young & Rubicam Colombia)
Executive Creative Director: Victor Osorio (Young & Rubicam Colombia)
Executive Creative Director: Julián Jaramillo (Young & Rubicam Colombia)
Creative Director: Germán Zuñiga (Young & Rubicam Colombia)
Creative Director: Diana Osorio (Young & Rubicam Colombia)
Copywriter: Diego Vera (Young & Rubicam Colombia)
Copywriter: Oscar González (Young & Rubicam Colombia)
Copywriter: Jairo Rubiano (Young & Rubicam Colombia)
Art Director: Henry Neira (Young & Rubicam Colombia)
Art Director: Miguel Cortes (Young & Rubicam Colombia)
Art Director: Eduardo García (Young & Rubicam Colombia)
Art Director: Alejandra Giraldo (Young & Rubicam Colombia)
Account Manager: Rodrigo Gamba (Young & Rubicam Colombia)
Account Executive: Natalia Pinto (Young & Rubicam Colombia)
Account Executive: Laura González (Young & Rubicam Colombia)
Producer: Chilaut
Media placement: TV Campaign - 2 Spots - Caracol TV - RCN TV - 28 - August/2011
Media placement: Outdoor - Bogotá Main Streets - 28 - August/2011
Media placement: Press - National Newspapers - 28 - August/2011
Media placement: Radio - Bogotá Radio Stations - 28 - August/2011
Media placement: PR - Todelar Radio - Caracol Radio - City TV Channel - 28 - August/2011

Describe the objective of the promotion.
The objective of creating 'the world’s biggest piñata' was to top 2010 birthday celebration campaign sales. This promo was meant to generate an elevated impact and call on any Colombian anywhere, as Homecenter’s brand is multi-targeted.

Describe how the promotion developed from concept to implementation.
Starting from the strategic idea of 'a party with gifts for the guests', we created the 'world’s biggest piñata' and called on thousands of Colombians to celebrate Homecenter’s 18th birthday. We loaded it up with over US$100,000 in gifts. We put the piñata on display at key points around Bogota for 3 weeks, and encouraged Colombians from our Fan Page to come and break the piñata, showing up just with a receipt from Homecenter. Over 1,000 Colombians showed up for the piñata smashing and took home gifts: refrigerators, washers and even 2 brand new cars. So we held the first party in Colombia where the guests took the gifts home.

Explain why the method of promotion was most relevant to the product or service.
'The world’s biggest piñata' boosted the relevance of Homecenter’s birthday, because it allowed any Colombian the opportunity to take home gifts ranging from refrigerators, washers, and even brand new cars. This transformed Homecenter into the second most relevant brand for the Colombian population.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We gained 20 hours of free press on the major networks

We got 256,966 hits on

Our Facebook fans went from 8,132 to 21,819 in 4 days

Sales went up by 38% compared to the 2010 birthday celebration campaign

And best of all, Homecenter became the second most relevant brand for the Colombian people