FISHERS 20TH ANNIVERSARY by ACHE PRODUCCIONES for GRUPO FISHERS

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FISHERS 20TH ANNIVERSARY

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Mexico
Agency ACHE PRODUCCIONES
Released October 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: GRUPO FISHERS
Product/Service: 20TH ANNIVERSARY
Agency: ACHE PRODUCCIONES
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: ACHE PRODUCCIONES, Anzures, MEXICO
Account Manager: Carlos Verastegui (Ache Entretenimiento)
Public Relations Director: Manuel Ablanedo (Grupo Fishers)
Account Executive: Sandra Moreno (Ache Entretenimiento)
Media placement: Presentation Card - ... - 01/10/2009
Media placement: Audiovisual Presentation - ... - 01/10/2009
Media placement: ... - ... - ...

Describe the objective of the promotion.
To achieve a natural accord between 7 brands with very different products and targets - cars, videogames, restaurants, travel agencies, credit cards, soft drinks and alcoholic beverages - in a promotion to celebrate on a grand scale twenty years of Fisher's and to celebrate Fisher's 20th anniversary, we put on a huge party involving all of our brands. We made spectacular spatial adaptations to convert Fisher's, which normally accommodates 800 guests, into an enormous nightclub that received more than 3,200 guests. With this party, we rewarded the loyalty of our customers and the trust of our sponsors.

Describe how the promotion developed from concept to implementation
To celebrate… We started filling with enthusiasm by using special materials that dressed every single Fisher place. We rewarded our customers by a big promo with no staff requirements and practical materials (AUTORUN.) A party to close our anniversary actions and to reward major prizes. We shared our development with our customers and favorite brands through special activities. To impulse… Our brands by selling their products and other brands by showing their products at Fishers (visibility.)

Describe the success of the promotion with both client and consumer including some quantifiable results
We measured every sales quantity unit during the 3 months that the promotion lasted, comparing results before and after our activities. This comparison between 2008 and 2009 allowed us to highlight the effectiveness of our activities related to the celebration. • A total of 72 minor prize winners • One Audi winner • One trip to South Africa 2010 World Cup INCREASE IN THE PARTICIPATION OF INVOLVED BRANDS (2008 VS 2009): • José Cuervo 48.94% • Coca Cola 17.67% • Grupo Modelo 467.10%

Explain why the method of promotion was most relevant to the product or service
Our slogan, 'Win what you want in Fisher's', was reflected in special activities constructed in an atmosphere of camaraderie and hosted by Fisher's. To celebrate the 20th anniversary of Fisher's, we suggested a small-scale, self-executing promotion to reward the loyalty of our customers through major and minor prizes, encouraging consumption. Supported by our brands and their products, we threw a huge, fantastic party, inviting other brands to benefit as well by exhibiting and selling their products in Fisher's.