EL TABADOR MINI MUCHACHOS by Taxi 2 Toronto, Taxi Canada for Koodo Mobile

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EL TABADOR MINI MUCHACHOS

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Canada
Agency Taxi 2 Toronto
Creative Director Lance Martin
Designer Kammy Singh
Agency Taxi Canada
Art Director Jeff Maceachern
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: KOODO MOBILE
Product/Service: MOBILE PHONES
Agency: TAXI 2
Agency: TAXI
Date of First Appearance: Nov 1 2010
Entrant Company: TAXI 2, Toronto, CANADA
Design Creative Director: Dave Watson (Taxi)
Designer: Kammy Singh (Taxi)
Print Producer: Tara Greguric (Taxi)
Group Account Director: Caleb Goodman (Taxi)
Account Manager: Katie Trainor (Taxi)
Production House: (RightSleeve)
Creative Director: Lance Martin (Taxi)
Writer: Mike Blackmore (Taxi)
Art Director: Jeff MacEachern (Taxi)
Media placement: Non-Traditional - Gift With Mobile Phone Purchase - Nov 1st 2010
Media placement: Online - Youtube - April 1st 2010
Media placement: TV - Various Canadian Channels (CTV, Global Etc) - March 29th 2010

Describe the objective of the promotion.
During the holidays, Koodo mobile wanted to use their popular El Tabador character, a 4-inch tall Mexican wrestler and “Champion in the Fight for Phone Freedom,” to encourage young Canadians to give their much needed support to an important national charity – Food Banks Canada. We wanted to expand our relationship with our target by creating even more touch points for them to interact with the brand.

Describe how the promotion developed from concept to implementation.
We decided to create a series of four, limited edition, collectable, El Tabador action figures called “Mini Muchachos.” Using our CG animation models, we created a mould of El Tabador from which we produced over 100,000 Mini Muchachos and sold them during the holidays at any Koodo Shop, Best Buy and Future Shop, with 100% of the proceeds going to the charity.

Explain why the method of promotion was most relevant to the product or service.
El Tabador’s growing popularity with the target audience, coupled with the fact that it was the holiday season, helped the Mini Muchachos became a hot holiday “must have” and the perfect gift for under the tree. And since 100% of the proceeds went to a good cause, it was easy to justify buying one, or collecting all four.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The MINI Muchachos were a huge success with fans all around the country. Within days of their release they were popping up on twitter feeds, in photos on Flickr and Facebook, and were even being sold to collectors on eBay and Craigslist. During the busiest time of the year for most charities, the MINI Muchachos stood out and helped Koodo raise over $75,000 for Food Banks Canada.