GLADIATOR Promo, Case study TALES OF A TAXI by Starcom Mexico

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Industry Soft Drinks
Media Promo & PR, Case study
Market Mexico
Agency Starcom Mexico
Released March 2009

Credits & Description

Category: Best Use of Magazines
Date of First Appearance: Mar 23 2009 12:00AM
Branded Entertainment: Axel Aldana (Starcom MediaVest Group)
Account Director: Miguel Moguel (Starcom MediaVest Group)
Account Manager: Beatriz López (Starcom MediaVest Group)
Connection Planning Stills Beverages Sr. Manager: Jaime Moran (The Coca-Cola Company)
Connection Planning Group: Miriam Amezcua (The Coca-Cola Company)
Account Director: Antonio Guzman (Gol Comunicaciones)
Sales Manager: Adriana Mendoza (R&R)
Media placement: Newspapers - Comic Book - El Libro Vaquero - 23/03/2009
Media placement: Newspapers - Creative Ads. - Reforma / El Universal / El Norte / El Mural - 23/03/2009
Media placement: Magazine - Creative Ads - Record - 23/03/2009
Media placement: TV Campaign -1 Spot - Televisa / Tv Azteca - 23/03/2009
Media placement: Online - Brand Website - Digital - 23/03/2009
Media placement: TV Tactics - 3 Creative Costum Content Mini-Series. - Televisa - 11/04/2009

Results and Effectiveness
By including “Historias de un Taxi” with our target’s favourite comic (which has a pass along rate of 12), we reached 4.8 million working-class luchadores through a medium that actually engaged tem. In just a few months, Gladiator had increased its market share by 22% and brand awareness jumped 29%. And, thanks to our campaign, Gladiator had our chief opponent, Red Bull, wrapped up in the ropes, grabbing a leading 45% share of convenience store energy drink purchases.

Creative Execution
For the last 50 years, comic books have been a hugely engaging vehicle for our working-class target, providing a quick escape from reality while on break. We created a custom comic book, “Historias de un Taxi” and packaged it with the hugely popular comic, “El Libro Vaquero.” Our book depicted a hero taxi driver beating traffic to help damsels in distress, solving mechanical issues with ingenuity and even helping real-life luchadores defeat their enemies (thanks to Gladiator). We also brought our hero to life through custom video assets during the telecasts of Mexican wrestling matches and on our brand’s Web site. We further leveraged our hero’s ideals of freedom and independence through a promotion, “Haz tu Lucha Libra” (“Free Yourself from the Daily Fight”), with the prize of ready-to-use taxi, which one winner could use to liberate himself from the daily grind and become his own boss.

Insights, Strategy & the Idea
Working class labourers need a lot of energy and courage to get through their day. Whether it’s doing the jobs they’re given or dealing with a horrible boss, they sometimes need something to get them through the day. While Red Bull is the top energy beverage choice among trendy young adults, Gladiator saw an opportunity to be a champion for the working man. Gladiator used the image of the luchador – the iconic Mexican wrestler – to make a connection to the brand’s name and its working-class hero target. Both luchadores and our target experience the drain of physical labour, the stress and aggravation of demanding bosses and search for ways to find more energy and win the day. We positioned our Gladiator luchador as a symbol of empowerment and we did this through an unlikely – but hugely popular, particularly with our target – medium: comic books.