Bimbo Promo, Case study HAZ SANDWICH MEXICO by DraftFCB Mexico

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Industry Bread
Media Promo & PR, Case study
Market Mexico
Agency DraftFCB Mexico
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: BIMBO
Product/Service: BREAD
Date of First Appearance: Apr 18 2010
Entrant Company: INITIATIVE, Mexico City, MEXICO
media director: Araceli Gutierrez (Initiative)
media coordinator: Rodrigo Contreras (Initiative)
media supervisor: Lourdes Cano (Initiative)
Digital Coordinator: Sandra Ruiz (Initiative)
Media placement: cinema - various complex - 1st week of may 2010
Media placement: newspaper - various newspapers - 2nd week of april 2010
Media placement: magazines - various titles - 1st week of june 2010
Media placement: internet - various channels - 2nd week of may 2010
Media placement: radio - various networks - 2nd week of april 2010
Media placement: broadcast tv - TV Azteca and Televisa - 1st week of april 2010
Media placement: Cable TV - various networks - 1st week of april
Media placement: Shopping malls/BTL - various cities/locations - 1st week of may 2010
Media placement: public transportation - various cities/locations - 1st week of may 2010
Media placement: OOH - various formats/cities/locations - 1st week of may

Insights, Strategy & the Idea
To become the number 1 brand in Mexico during FIFA's 2010 World Cup above any other well known brand that traditionally "owns" the Cup.

HAZ SANDWICH shifted from Housewives to Young people.

Turn HAZ SANDWICH as the biggest hit in advertising recall during FIFA's South Africa World Cup 2010.

HAZ SANDWICH was OWNED by consumers and turned it to "Vox Populi" way ahead before media noise clutter started.

Creative Execution
Adding 6 of the top Mexican soccer players presented in a fun, different way plus Mexican band KINKY adapted their hit song for HAZ SANDWICH plus an outstanding media placement escalation strategy plus as many versions as media channels and points of contact with consumer and BTL support at the exact time and place.

National and local (more than 20 major cities) Broadcast TV, most important Cable networks, local radio and newspapers, a full spectrum of OOH, magazines, Cinemas, Shopping malls, Guerrilla and BTL (flash mobs) and a great variety of digital activities.

Strategic launch 2 months ahead (April 18th and WC2010 started June 11th) we started by only one media channel and each medium was added at its precise moment creating the biggest clutter before June 11th and by that date we started a maintenance period with a different strategy just exactly when major brands were starting their launches.

Results and Effectiveness
By the 3rd week after launch, people started using the theme song and phrase HAZ SANDWICH as a popular way to speak. People engaged rapidly and tremendously and sports media started pushing the phrase in a very natural way and a huge amount of free press was generated. By the first month sales started going crazy to the top as never before. A total of 7% increase in sales made a historic hit for the client and HAZ SANDWICH was reported by Millward Brown and prestigious business Magazine EXPANSION as THE CAMPAIGN of the World Cup above beer and cola.