Powerade Promo, Case study TOP GEAR VS MEXICO by (anonimo) Mexico

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Industry Soft Drinks
Media Promo & PR, Case study
Market Mexico
Agency (anonimo) Mexico
Director Luis Roberto Hernàndez
Executive Creative Director Rafael Martinez
Creative Director Ray Lopez
Art Director Jorge Méndez
Copywriter Benjamín Pedrero - Daniel García - Fernando Quiroz
Producer Juan Carlos Gonzalez, Chon Alatorre
Released February 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COCA-COLA
Product/Service: POWERADE
Date of First Appearance: Feb 2 2011
Entrant Company: ANONIMO, Mexico City, MEXICO
Chief Creative Officer: Marco Colín ((anónimo))
Chief Creative Officer: Raúl Cardós ((anónimo))
Executive Creative Director: Rafael Martínez ((anónimo))
Creative Director: Ray López ((anónimo))
Copywriter: Benjamín Pedrero ((anónimo))
Art Director: Jorge Méndez ((anónimo))
Account Manager: Horacio Navarro ((anónimo))
Account Director: Alejandra Ballesteros ((anónimo))
Director: Luis Hernández (30-30)
Producer: Chon Alatorre / Carlos González (30-30)
Media placement: Print - Twitter - 2nd February 2011

Insights, Strategy & the Idea
Every person that heard the phrase “Imagine waking up and remembering you’re Mexican” used as a racial slur was shocked and struck in the midst of a pride crisis in Mexico. We knew that people were looking for an apology, for somebody to raise the voice and set things straight. We used the best Mexican example of how we are not lazy, flatulent and fetid. We work hard, we achieve goals and using Top Gear’s cast same words, we manage to convert an insult into a phrase that today means the pride of a nation.

Creative Execution
Timing. The time of reaction to the topic was critical for the success of the idea, Mexicans adopted our ad as the flag of a country asking for an apology, we were emphatic with our consumers and with our compatriots. But, the most important of all, it was to turn the card and make people feel proud of waking up remembering they were Mexican.

Results and Effectiveness
The brand was seen as the only response that gave a voice to a country, we didn’t wanted to fight or criticise what happened in Top Gear, we wanted to make Mexicans proud and remember, through Chicharito Hernandez, that words are only words, but actions are the ones that count. He is Mexican, he wakes up every day remembering he is one of us, we should do the same thing.

What would’ve cost more than half a million dollars was completely unpaid, the ad costed 0.

Until today Chicharito Powerade is the first Google suggestion, even before Chicharito Hernandez.