Sodimac Promo, Case study STRONG WITH THE RED by Starcom Santiago

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Chile
Agency Starcom Santiago
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: SODIMAC
Date of First Appearance: Apr 23 2010
Entrant Company: STARCOM CHILE, Santiago, CHILE
Marketing Manager: Maria Teresa Herrera (Sodimac)
Marketing Sub Director: Javier Marambio (Sodimac)
Product Manager: Veronica Espinoza (Sodimac)
Media Director: Veronica Pimentel (Starcom Chile)
Media Supervisor: Maria Riveros (Starcom Chile)
Media Director Out Of Home: Angelica Cruz (Starcom Chile)
Media placement: TV Campaign - TVN - 23 April 2010
Media placement: Press Campaign - La Tercera - 17 April 2010
Media placement: Radio Campaign - Radio Cooperativa FM - 16 April 2010
Media placement: OO HH - Nelspruit Airport - 15 June 2010
Media placement: Digital Campaign - - 23 April 2010

Insights, Strategy & the Idea
For the first time in more than a decade, Chileans had a team in the World Cup, and they were ready to celebrate. As a first-time sponsor of the team, Sodimac wanted to connect this enthusiasm and euphoria with their brand, yet stand out from the noise of other sponsors trying to do the same thing. As a home-products company, however, Sodimac had one big advantage over the other sponsors.
For Chileans, the notion of home-field advantage goes beyond a team feeling comfortable in familiar surroundings. Rather, it gets to believing that if “home” is not with the team wherever they are, the team is destined to lose. Sodimac would provide the “little piece of home” to the national team as it travelled to compete in the World Cup.
For our campaign, we decided to bring one million Chileans – or at least their images and support – to SouthAfrica.

Creative Execution
Naturally, physically transporting one million people to South Africa was impossible. Instead, we devised a way to represent the fans in one stunning activation. Utilising many different media (including social networks such as Facebook and a dedicated web site), we created a huge tapestry of personal photos, showcasing the populace’s support for its national team.
Using one million of these photos, we created two huge out-of-home elements with the headline “So You Can Feel At Home.” We placed one of these linens on a main South African thoroughfare where the Chilean national team would see it. The second one traveled with the team, accompanying them to training sessions and giving them a constant physical reminder of home.

Results and Effectiveness
This breakthrough activation worked exactly as intended, garnering press attention for both the OOH elements themselves and the emotional reactions from the team members. This coverage gave Sodimac presence in all media from daily news programs to print newspapers to a digital presence on online news sites, blogs and YouTube. We achieved:
• Top of Mind recall of Sodimac related to the National Team: +421%.
• Historical total Unaided Awareness: +374%.
• Brand Awareness: +59%, second place among the team’s sponsors.
• Annual comparative total store transactions increased 11.2% during the key three-month World Cup period.