Taco Bell Promo I LOVE MONDAYS by Garnier BBDO San Jose

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Costa Rica
Agency Garnier BBDO San Jose
Creative Director Mauricio Fallas
Copywriter Beatriz Cordero
Released July 2009

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Advertiser: TACO BELL
Product/Service: 4 ORIGINAL TACOS X ¢1000
Date of First Appearance: Jul 14 2009 12:00AM
Entrant Company: GARNIER/BBDO, San José, COSTA RICA
Entry URL: http://www.ilovemondaysthankstotacobell.com
Chief Executive Officer: Warren Marenco (GarnierBBDO)
General Creative Director: Mauricio Garnier (GarnierBBDO)
Creative Director: Mauricio Fallas (GarnierBBDO)
Copywriter: Beatriz Cordero (GarnierBBDO)
Media placement: Teaser Radio #1 - 979 Conexion - 14th Of July 2009
Media placement: Teaser Radio #2 - 979 Conexion - 15th Of July 2009
Media placement: Teaser Radio #3 - 979 Conexion - 16th Of July 2009
Media placement: Teaser Radio #4 - 979 Conexion - 17th Of July 2009
Media placement: Teaser Radio #5 - 979 Conexion - 18th Of July 2009
Media placement: Teaser Radio #7 - 979 Conexion - 19th Of July 2009
Media placement: Final Ad Radio - 979 Conexion - 20th Of July 2009

Describe the objective of the promotion.
The promo´s objective was to increase Taco Bell´s sales on the worst day: MONDAY. Our mission was to change Monday’s routine of taking lunch from home, staying in for dinner or saying “today I´m gonna start saving”. We had to make people go to Taco Bell, on a day that they usually didn’t go.

Describe how the promotion developed from concept to implementation
Everybody hated Mondays. So, we realised that this promo was a good reason to love them. Our concept explained that Monday was better that it seemed. To demonstrate that, we personified each day and created a teaser radio campaign, in which each day shared it’s flaws to a psychologist, demonstrating that they weren´t perfect either. Each radio was release on each specific day. And on Monday’s radio, people could hear how happy he sounded because of the promo. We also opened a Twitter account so Monday could explain users that the other days had defects.

Describe the success of the promotion with both client and consumer including some quantifiable results
The success of this promo has 3 beneficiaries. We made Taco Bell´s problem something of the past, by increasing Monday’s sales 300%. People started seeing Monday as a better day. They began eating Taco Bell on the day that they couldn’t afford to and Taco Bell gave them a reason to love and expect this day. And Monday recovered his self-esteem because now more people liked him, including Taco Bell.

Explain why the method of promotion was most relevant to the product or service
The most relevant part of this promo was it’s day. Monday, a day that meant sales problems to Taco Bell and a day of saving or home-made food for the consumers. In a few weeks we changed that. We gave people a reason to love Mondays, and because of the charming factor of the promo, sales on this day increased 300%. The method of communicating it turned relevant too, because in this way, people understood the defects of each day and discovered that they weren’t perfect and that Monday was better than he seemed. All thanks to Taco Bell´s promo.