ALIAS Print HIJACK by 4am Saatchi & Saatchi Guatemala

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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 December 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ALIAS
Product/Service: MEAT PACK
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
Production: Jorge Juarez (4am Saatchi & Saatchi Guatemala)
Production: Alejandro Perez (4am Saatchi & Saatchi Guatemala)
Animation Graphic Designer: Luis Fernando Roca (4am Saatchi & Saatchi Guatemala)
CEO: 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)
Media placement: Mobile Aplication - Shopping Mall - December 14, 2011

Describe the objective of the promotion.
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 three 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, characterized by innovation and always surprising their costumers. An innovative way to earn your discount, edgy in its own way.

Describe how the promotion developed from concept to implementation.
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 recognize 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.

Explain why the method of promotion was most relevant to the product or service.
No one had ever promoted a discount inside the stores of the competition, new technology made it possible for us to create a unique and direct communication channel with our possible costumers at the time of purchase. People who visited the competition's store and received Meat Pack discount notice, couldn't wait to reach the store and redeem it. Costumers had an unconscious desire to purchase, our application was only the trigger that made sure the purchase was successfully completed at our store. This action assured us that every time someone would enter a competing store, we would have one more costumer.

Describe the success of the promotion with both client and consumer including some quantifiable 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