ZUCARITAS Promo ZUCARITAS BARCELONA CUP by Leo Burnett Bogota

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ZUCARITAS BARCELONA CUP

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Industry Breakfast Cereals & Flakes
Media Promo & PR
Market Colombia
Agency Leo Burnett Bogota
Creative Director Hernan Osorio-Carlos Bernal
Copywriter Carlos Toro
Released February 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: KELLOGG’S
Product/Service: ZUCARITAS
Agency: LEO BURNETT COLOMBIA
Date of First Appearance: Feb 10 2011
Entrant Company: LEO BURNETT COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.zucaritasfutbol.com/BK-zucaritasFutbol/colombia_demo
Creative Director: Carlos Bernal (Leo Burnett)
Web Designer: Jose Berrío (Leo Burnett)
Web Designer: Andrés Hernandez (Leo Burnett)
Copywriter: Carlos Toro (Leo Burnett)
Web Developer: Iván Garzón (Leo Burnett)
Game Developer: Jorge Reyes (JGames)
Media placement: website - Internet - 23 march 2010
Media placement: Promotional TV spot - Regional TV - ESPN - - 25 march 2010
Media placement: Promotional Packaging - Big Market Stores - 23 march 2010

Describe the objective of the promotion.
Create a promo to take advantage of the alliance that Kellogg´s made with the F.C. Barcelona, giving 5 kids the opportunity to travel, meet and play at the training fields of this famous team.

Describe how the promotion developed from concept to implementation.
We decided to organize a football tournament where we could engage as many kids as possible. To fulfill this great call, we decided to use Internet as the medium that would allow us to realize the tournament. This is how Copa Zucaritas Barcelona began, a virtual football tournament where each participant created their teams with a product code, and battled against other teams in many matches, to define who would be the winner of the trip to the Home of FC Barcelona.

Explain why the method of promotion was most relevant to the product or service.
Zucaritas is the Kellogg`s product that promotes excellence in football. When this kind of calls are made, children increase their affinity with the brand, because beyond offering an incentive, they also interact around a sport that rewards their dedication with a journey that every football fan would love.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Product sales during the promotion increased by 7%, exceeding customer expectations. The participation on the website exceeded by a very high margin other online promos made by Zucaritas, reflecting the success that it had on our target.
• 104,308 visits to the site in 7 weeks of tournament
• More than 1000 teams registered.
• 64,800 minutes of play.