Alpargatas Promo, Case study FOOTBALL A NATIONAL SPORT by Kepel & Mata

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Industry Shoes
Media Promo & PR, Case study
Market Argentina
Agency Kepel & Mata
Creative Director Ramiro Crosio, Sebastian Blezowski, Maureen Hufnagel
Account Supervisor Gonzalo Fassón
Released April 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: ALPARGATAS
Agency: KEPEL & MATA
Date of First Appearance: Apr 14 2010
Entrant Company: KEPEL & MATA, Buenos Aires, ARGENTINA
Entry URL:
Chief creative Officer: Damian Kepel (Kepel & Mata)
Creative Director: Ramiro Crosio (Kepel & Mata)
Creative Director: Sebastián Blezowski (Kepel & Mata)
General Director: Javier Prieto (Tamura)
General Producer: Juan Olazábal (Tamura)
Marketing Director: Diego Mohadeb (Topper)
Promotion Manager/Product Manager: Ignacio Pineyro (Topper)
Promotion Assistant: Ana Saintjean (Topper)
Account Supervisor: Gonzalo Fassón (Kepel & Mata)
Advertiser's Supervisor: Misha Gildenberger (Kepel & Mata)
Media placement: Site - On Line - 14 april 2010
Media placement: Press - Initiation - Clarín - 14 april 2010
Media placement: Press - Call to action - Clarín - 15 april 2010
Media placement: OOH - - 15 april 2010
Media placement: Tv Campaign initiation- 1 spot - Fox Sports - 27 april 2010
Media placement: Press Players - Olé - 30 april 2010
Media placement: TV Campaign - 5 Spots Players - Fox Sports - 1 may 2010
Media placement: Press Congress - La Nación - 10 june 2010

Insights, Strategy & the Idea
- Topper is the number one sport shoes in Argentina, its main source of business are urban shoes and tennis shoes. But in soccer Adidas and Nike are the leaders.
And in Argentina, soccer is more than a sport, it is passion, heart, almost life it self.
We needed an idea to put Topper in the soccer world with less than 1/4 of the Adidas and Nike budget.

- The audience is basically men 15 to 35. Almost every men in Argentina regardless it social background is a soccer fan.
The brand is doing well in the older segments and in the middle class. It is a healthy brand that needs a refreshment.

- Soccer is our number one sport so, why is pato (duck) the official Argentinean sport?

- It is very relevant to the client, because the brands needs to get closer to the world of soccer and to the audience because we are trying to make justice by changing a law.

Creative Execution
- Make people realize that Pato is Argentinean official sport and that had to be changed.
Get as much signatures as we can to make a politician present a project to change the law

- We made the first big event in a main down-town street with celebrities, they stopped the traffic and made a soccer match.
This was filmed an put on air on national television.
We got a lot of sports celebrities to support this movement. Even celebrities that don't play soccer.
We made a huge print and outdoor campaign with this celebrities, where they were signing to support this.
We did guerilla outdoor like the soccer teams do.
We created a site where people had to leave it signature and id number to support soccer.
We created a Facebook page.

Results and Effectiveness
- Big press coverage, Topper was playing a game that never played before.
More than 150,000 signatures and a senator that presented the project. It could became a law.

- In the year of the world cup. Topper was inside peoples head fighting for a portion against Adidas and Nike, this is brand new.

- Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

- The brand is more respected now in soccer and the sales of soccer shoes grew 100%. And there is a project to change a national law because of the marketing action of a brand.