Ricas Promo GOODBYE BUS by Publicis Ecuador

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Industry Confectionery & snacks, Snacks
Media Promo & PR
Market Ecuador
Agency Publicis Ecuador
Creative Director Alvaro Noboa S.
Art Director Gabriel Calderón, Andres Moncayo - Pablo Acosta - Juan Cardenas - Carolina Suarez
Copywriter Javier Ramirez C.
Released October 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: SNACKS
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PUBLICITAS PUBLICIS S&S, Guayaquil, ECUADOR
Creative Director: Alvaro Noboa S. (Publicitas Publicis S&S)
Copywriter: Javier Ramirez C. (Publicitas Publicis S&S)
Art Director: Andres Acosta (Publicitas Publicis S&S)
Art Director: Gabriel Calderon (Publicitas Publicis S&S)
Media placement: TV Commercial - TV SHOWS - 15 October 2009
Media placement: Direct Mail - Mail - 20 October 2009
Media placement: Website - Internet - 15 October 2009
Media placement: POP - Supermarkets - 13 October 2009
Media placement: Outdoor - Buses - 20 October 2009

Describe the objective of the promotion.
Develop a promotion to increase sales by 20%, increase the brand awareness by 5% and be rewarded with twenty motorbikes.

Describe how the promotion developed from concept to implementation
Knowing that we lacked a large award, we chose a concept focussed on the emotional benefit of not transporting by bus, and with this, a small prize, took strength and wish.

Describe the success of the promotion with both client and consumer including some quantifiable results
The sales of Ricas biscuits rose 35% during the months’ promotion. More than 9'450.000 were sold; 15% more than expected.

Explain why the method of promotion was most relevant to the product or service
The average consumer spends about two hours a day by bus and it isn’t a pleasant experience.