Credits & Description:
Type of Entry: Use of Media
Category: Best Use of Other Digital Media including mobile devices
Title: THE CHIRIMOYA COLADA!
Advertiser/Client: COMPAÑÍA PISQUERA DE CHILE
Entrant Company: OMD CHILE Santiago, CHILE
Media Agency: OMD CHILE Santiago, CHILE
Name Company Position
Roberto Poblete OMD Director
Marcela Villarroel OMD Director
Rosa Saldaña OMD Planner
Eugenia Olivares OMD Supervisor
Francisco Díaz CCU Product Manager
Rodrigo Merani CCU Product Manager
Results and Effectiveness:
The first month sales goal was exceeded 63%, obtaining stock break in the main chains of supermarket at 3 weeks of sales. We reached a TOM of 36.21% (212% more than the main competence) and an advertising recall of 45.4% (80% more than this competence). And, at the same time, we created a new media.
We sent a sound executive through the Internet, so each time we receive an email; it was advertised in audio with the voice of “Chirimoya Colada” (Slipped In Custard Apple). We used the Internet to generate a viral by sending executable and radio as a support of mentions.
Insights, Strategy and the Idea:
Make known the new variety of Campanario Chirimoya (custard apple) Colada through innovate actions, in a highly competitive market. Innovate people who have many activities and in general little free time, looking for products ready to consume that can make their lives easier. Insight: invaded by the chirimoya (custard apple) in daily life, in the office, on the Internet, interferes in matters that are none of its concern, in this case with its voice each time that you received an email. The creative solution that was given to the concept of “Colada” (slipped in), making it easier to understand the message and viral through the Internet.
The Ambient Advert titled THE CHIRIMOYA COLADA! was done by OMD Chile advertising agency for product: Colada! Cocktail (brand: Compania Pisquera De Chile) in Chile. It was released in the Jun 2009.