V. Suarez Promo, Case study VUVUZELA by DDB Puerto Rico

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VUVUZELA

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Industry Insecticides
Media Promo & PR, Case study
Market Puerto Rico
Agency DDB Puerto Rico
Creative Director Leslie Robles
Art Director José M.rivera
Copywriter Aníbal E. Quiñones
Account Supervisor Edgardo Manuel Rivera
Released July 2010

Credits & Description

Category: Best Use of Screens
Advertiser: V. SUÁREZ & CO.
Product/Service: REAL KILL INSECTICIDE
Agency: DDB EJE
Date of First Appearance: Jul 7 2010
Entrant Company: DDB EJE, San Juan, PUERTO RICO
Chief Creative Officer: Enrique Renta (DDB EJE)
Creative Director: Leslie Robles (DDB EJE)
Art Director: José M.Rivera (DDB EJE)
Copywriter: Aníbal E. Quiñones (DDB EJE)
Account Supervisor: Edgardo Manuel Rivera (DDB EJE)
Media placement: TV - Univision - 7/7/2010

Insights, Strategy & the Idea
Real Kill is a leading Brand of household Insecticide. Due to a small budget its communication strategy revolves around non traditional apertures during high season. High humidity, rains and temperature increase the population of mosquitoes in the Tropics.  

Target: Persons 25-49, heads of household concerned for the wellbeing of their families. Fans of outdoor family activities, and sports. Football provided the opportunity to celebrate viewing parties and home gatherings. They have to struggle with huge swarms of flying insect’s characteristic of the tropics.

Insight: The World Cup was spoiled by the noise of the notorious Vuvuzelas, a jarring sound reminiscent of mosquito swarms. We decided it was a huge opportunity to deliver a message for our product.

The idea was pertinent to de audience as they gathered at night to watch the games, enduring both the noise of the Vuvuzela and the discomfort of mosquito bites.

Creative Execution
We negotiated with the official TV Station to insert a message during the transmition of the famous Game: Holland vs. Spain. In the midst of the airing we inserted a segment where the jarring Vuvuzelas went silent as a Bottle of Real Kill entered the frame and sprayed.

Results and Effectiveness
We achieved a rating of 6.0 , aud. : 102.2 , Share: 59%
59% of our target audience population was exposed to our “ad” in a single dramatically memorable occasion, at the moment where the product was most relevant and at a fraction of traditional media budget.