HIJACK by 4am Saatchi & Saatchi Guatemala for ALIAS

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HIJACK

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Creative Director Jonathan Deleon, Marcopolo Ramirez
Art Director Hernan Cerdeiro - Rodrigo Fernandez Siffredi, Rodolfo Rivera
Designer Guillermo Chang
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Activation by Location or Proximity Silver
Mobile Lions Products Bronze

Credits & Description

Type of entry: Creative Use Of Technology
Category: Activation by Location or Proximity
Advertiser: ALIAS
Product/Service: MEAT PACK
Agency: 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
Advertiser ALIAS
Product MEAT PACK
Entrant 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
Type of Entry: Creative Use Of Technology
Category: Activation by Location or Proximity
Title: HIJACK
Advertiser/Client: ALIAS
Product/Service: MEAT PACK
Entrant Company: 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
DM/Advertising Agency: 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
Production: Jorge Juarez (4am Saatchi & Saatchi Guatemala)
Production: Alejandro Perez (4am Saatchi & Saatchi Guatemala)
Animation Graphic Designer: Luis Fernando Roca (4am Saatchi & Saatchi Guatemala)
Chief Executive Officer: Guillermo Martinez (4am Saatchi & Saatchi Guatemala)
Account Executive: Jenny Martinez (4am Saatchi & Saatchi Guatemala)
Film Director: Rodolfo Rivera (Folk Warehouse / Kino)
Photography Director: Rodolfo Rivera/Guiseppe Badalamenti (Folk Warehouse / Kino)
Art Director: Rodolfo Rivera/Rodrigo Fernandez (Folk Warehouse / Kino)
Chief Creative Officer: Miguel Mayen (4am Saatchi & Saatchi Guatemala)
Creative Director: Marcopolo Ramirez (4am Saatchi & Saatchi Guatemala)
Creative Director: Jonathan Deleon (4am Saatchi & Saatchi Guatemala)
Designer: Guillermo Chang (4am Saatchi & Saatchi Guatemala)
Music: Elliot Rivas (4am Saatchi & Saatchi Guatemala)
Copywriting Craft: Aritz Bermudez ()
Head Of Production: Carlos Escobedo ()
Brief Explanation
Meat Pack is the trendiest shoe store in Guatemala, a brand known for its edgy, irreverent style and a store known for its special discounts in limited edition kicks, including brands like Adidas, Nike, Puma, and Supra. It opened its doors 3 years ago and it quickly gathered a cult following with the youth, becoming an icon within the sneakerhead subculture. They needed to launch a new promotion that lived up to their brand standards, characterised by innovation and always surprising their costumers. An innovative way to earn your discount, edgy in its own way.
To promote the new discount we created Hijack, an enhancement for the official Meat Pack app used by our costumers. Using GPS tracking technology, Hijack was able to recognise our sneakerheads entering the official store of one of the brands sold at Meat Pack and triggered a special notice with a promotion that gave you the chance to earn your discount. How? The discount would start at 99% and it would decrease by a percentage with each second that went by. The countdown discount made people want to hurry towards the Meat Pack store, making the countdown stop. Those who reached the stores faster, got better discounts.
Results:
- More than 600 costumers were hijacked from the competitors.
- All discounted merchandise was sold in record time.
- Every time a discount was redeemed the persons Facebook status automatically changed informing the world about the promotion and generating a viral competitive attitude that spread like wildfire.
- Pedro Rodriguez got a record breaking 89% discount