I WANT TO EAT HAM by OMD Santiago for Agrosuper

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I WANT TO EAT HAM

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: AGROSUPER
Product/Service: SUPER CERDO HAM
Date of First Appearance: Oct 4 2010
Entrant Company: OMD CHILE, Santiago, CHILE
Entry URL: http://www.quierocomerjamon.cl
Media Director: Claudio Sepulveda (OMD)
Media Director: Ximena Vasquez (OMD)
Planner: Angelo Conti (OMD)
Manager: Claudio Julia (Intellingentx)
Planner: Silvana Jaque (OMD)
Planner: Constanza Espinoza (OMD)
Media placement: Newspapper - lun-la cuarta-la hora - 4.nov.2010
Media placement: internet - banners-facebook - 4.nov.2010
Media placement: BTL - bakeries - 4.nov.2010
Insights, Strategy & the Idea
To make the SUPER CERDO brand of hams stand out within a category of competitive players with much background and tradition, where products remain practically the same, with zero innovation, which makes it hard for a new and upcoming young brand to position itself.
By means of a complete switch of the equation we proposed not to have the brand speak to consumers as it always has been, but let it happen the other way round, that is, make consumers – after a personal experience – speak out about the brand.
Creative Execution
Recruit 100 families in Santiago to have them try SUPER CERDO hams in their homes and later upload their evaluation of this consumption, whichever the results, to the www.quierocomerjamon.cl website and to the FACEBOOK and TWITTER social platforms. In order to give the site a livelier tone, we generated a contest called “El Tarascón” (The Big Bite) where families could participate by sending in their best photos while they eat ham.
In addition to the above we handed out a video camera to them so they could record themselves during this consumption activity, with the idea in mind of later making a docu-reality with this material.
Results and Effectiveness
Activity was divided into 2 stages.
Recruitment: We recruited over 22,000 people who registered during the 3 weeks of on-line and off-line activity. Cost of this did not exceed US$40 thousand.
Experience: 4 different products were delivered (1 per week), resulting in an 88% global approval rate. A tremendous success!
The activity site and social networks received dozens of videos and photos and hundreds of remarks, proving we achieved the objective of making people talk about the brand on the web, increasing SOV. This allowed SUPER CERDO to increase sales by 14.2% and break the status quo it was in.