Yupi Products Promo, Case study 12% MORE ON AIR by DDB Bogota

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Colombia
Agency DDB Bogota
Released November 2009

Credits & Description

Category: Best Use of Radio
Product/Service: EL GOLPE SNACKS
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
Media Strategy Account Director: Pedro Miguel Rodriguez (PHD Colombia)
Account Director: Luz Stella Ramírez (PHD Colombia)
Account Executive: Carlos Mario Ocampo (PHD Colombia)
Innovation Director: Andres Felipe Benjumea (PHD Colombia)
Account Director: Javier Montilla (DDB Worldwide Colombia)
Account Executive: Juliana Ramírez (DDB Worldwide Colombia)
Media placement: Radio Campaign 3 Spots - Los 40 Principales - 03/12/2009

Results and Effectiveness
“El Golpe” won 15% more on their sales, comparing the same period of time with the year before. Regarding monthly sales, the month in which this activity took place was the month with the highest sales increase of the year, winning 10.4% over the other months. Additionally the brand awareness rose from 12% to 18%. Changing media content is not an easy task, but we made it possible, and El Golpe´s radio audience responded to the action. Finally we extended the whole radio station content, making clear how much more you can get with El Golpe!

Creative Execution
We transformed the benefit of the campaign, “12% extra content”, into our strategic media concept. We developed a connection between the novelty of El Golpe´s 12% more product content linked to an extra content on the target’s favourite Colombian radio station, which is called “Los 40 Principales”; giving the audience more content and consequently more time on air brought by EL Golpe. So the consumers would have more time on air to listen to their favourite radio programme and to enjoy their favourite music and broadcasters, while being able to have a longer snack time with their friends. We extended the time on air of the top #1 programme of this radio station, called “The Bed”. They transmitted ONE additional hour daily, during the whole vacation season. The most well-known section of the programme called “The Top 6” became “The Top 8” during this period, and the morning show that usually ends at 10am finished at 11am during the promotion.

Insights, Strategy & the Idea
El Golpe is a mixed salty snack from Yupi that contains potato chips, and some other mixtures that have authentic Colombian flavours. It delivers a powerful crunch that unlocks the bold and unique flavours that Colombians crave. El Golpe from Yupi is constantly creating new ways to give you immersive and memorable experiences to enjoy the typical flavors of Colombian cuisine and obviously, Colombian culture too. The main challenges of the brand were: • To increase product sales by announcing that the product had 12% more content while maintaining the same price. • To increase closeness between the brand and its target by offering the consumers more product to be shared with their friends, and to have even more product to satisfy hunger between meals.