+KOTA Print +KOTA PET STORE by Y&R Mexico

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Mexico
Agency Y&R Mexico
Creative Director Francisco Ferro
Copywriter Salvador Lara, Gumaro Dávila Alvarado, Auber Romero, Jose Mario Munoz, Ana Segurajauregui, Oscar Chávez
Producer Rita Villaseñor, Noel Abreu, María De Los Angeles Contreras - Felipe Hernandez
Released October 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: +KOTA
Product/Service: +KOTA PET STORES
Agency: Y&R MEXICO
Chief And Creative Director: Rafael Barthaburu (Young And Rubicam Mexico)
Chief And Creative Director: Esteban Sacco (Young And Rubicam Mexico)
Creative Director: Francisco Ferro (Young And Rubicam Mexico)
Copywriter: Auber Romero (Young And Rubicam Mexico)
Copywriter: Gumaro Davila (Young And Rubicam Mexico)
Copywriter: Salvador Lara (Young And Rubicam Mexico)
Copywriter: José Mario Muñoz (Young And Rubicam Mexico)
Copywriter: Ana Segurajaúregui (Young And Rubicam Mexico)
Copywriter: Oscar Chávez (Young And Rubicam Mexico)
Producer: Rita Villaseñor (Young And Rubicam Mexico)
Producer: María Hernández (Young And Rubicam Mexico)
Producer: Noel Abreu (Young And Rubicam Mexico)
Account Manager: Lorena Ramos (Young And Rubicam Mexico)
Sound Studio: Prado Sur (Young And Rubicam Mexico)
Sound Engineer: Rocío García (Young And Rubicam Mexico)
Media placement: RADIO 1 SPOT - AMOR 95.3 DF STATION, 91.7 MIX PUEBLA, MEXICO - OCTOBER 2011

Describe the objective of the promotion.
The brief was to inform users and nonusers of the less known pet store service: to find a suitable mate for your dog. The strategy was to communicate this service with a completely new and creative approach for the category: to enter inside your pet’s head, using a humorous tone.

Describe how the promotion developed from concept to implementation.
We decided to face this challenge working with consumer insights that compare how difficult it is for a human to find a partner and how difficult it is for a dog to do so. We achieved a 20% increment in the users interested in this service.

Explain why the method of promotion was most relevant to the product or service.
The creative execution was relevant because we achieved a connection with pet owners due to the use of humour and easily recognisable insights. The response was extremely positive and the interest rate was way higher than previous campaigns. The campaign was also in tune with the fresh and modern tone that is characteristic of the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A 20% increase of pet owners interested in the service was achieved after the campaign was launched, overcoming the results of all actions previously developed to communicate the service. An important expansion of the number of pets available for the service was also achieved.