Promart Homecenter Promo, Case study THE MAN WHO GAVE EVERYTHING AWAY by Y&R Bogota

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Colombia
Agency Y&R Bogota
Creative Director Germán Zúñiga, Diana Osorio
Art Director Luis Eduardo Garcia, Tito Chamorro, Henry Neira, Miguel Cortes, Alejandra Giraldo
Copywriter Oscar Gonzalez, Mauricio Rocha -Creative Vp, Diego Vera
Released February 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: HOMECENTER
Product/Service: HOUSE SEASON
Date of First Appearance: Feb 23 2011
Entrant Company: Y&R COLOMBIA, Bogotá, COLOMBIA
Creative VP: Mauricio Rocha
Creative General Director: Tito Chamorro
Creative General Director: Victor Osorio
Creative General Director: Julian Jaramillo
Creative Director: Diana Osorio
Creative Director: German Zuñiga
Coprywriter: Juan Carlos Ortiz
Copywriter: Diego Vera
Copywriter: Oscar Gonzalez
Copywriter: Mauricio Rocha
Art Director: Henry Neira
Art Director: Miguel Cortes
Art Director: Eduardo Garcia
Art Director: Alejandra Giraldo
Art Director: Tito Chamorro
Media placement: Cyber - Facebook - 23 February 2011

Insights, Strategy & the Idea
The challenge for this year was to turn the Homecenter Home Improvement Season into a successful sales campaign by tearing down the notion that retail communication in Colombia is only effective from the point of view of conventional media and messages. We wanted to simply and effectively grab everyone’s attention out there who is constantly renovating or doing home improvement projects with an eye-opener into the excuses people usual give to get rid of their old things and get new ones that are more useful.

Creative Execution
The strategic solution was to come up with a character. We created a Colombian named Juan Miguel Cure. Juan Miguel woke up on the 23rd of February with a rather remarkable idea. He created a Fan Page in Facebook called “Giving away everything I have in my house”, and for an entire week he uploaded videos and photos to show off everything he had to give away: his fridge, TV, the oven, his bed, doors, windows and even his floor!

On March 3rd, Juan Miguel opened his home to hundreds of Colombians ready to walk away with something from his house. When his house was completely emptied, Juan explained to the country that he had given everything away because Homecenter’s Home Improvement Season had come around; the best excuse for re-doing your house at the lowest prices.

Results and Effectiveness
• “The man who gave everything away” turned out to be a successful digital campaign with 11,914 fans in a single week.
• There was an average of 2 new fans every 6 minutes, who watched Juan Cure ads a total of 348,675 times.
• Homecenter increased its sales by 54% compared to its 2010 Home Improvement Season.