How  the “Best Kept Secret” became the most talked about fact of the most important sporting event in the U.S.A.

The "Avo Secrets” campaign tells the story of a secret society that kept “hidden” the extraordinary benefits of avocados. But when one of its members misplaced his mobile phone, people were able to “hack” and access all of its content, and everything was revealed through the digital platform and social media. Thus, Avocados From Mexico became the most successful advertiser of the Super Bowl, despite its low investment.

The Concept: Our Super Bowl commercial was going to be the reveal of a HUGE secret by a fictitious, careless secret society. That secret was: avocados have GOOD FATS.

So how did we bring to life the idea setting up the spot for success and earning conversations all over the internet? We took advantage of society member Kyle’s phone, and we hijacked it, giving everyone access to this phone’s secrets.

Each “app” within the phone acted as its own mini-campaign featuring its own unique content. A user could tap into their inner voyeur by reading Kyle’s texts and emails, as well as uncover clues hidden in his Instagram photos. Each app and accompanying experience had the same end result: a tweet that enters the user into a sweepstakes for a trip to an amazing locale. We also had the support of a mix of high-profile celebrities and other relevant influencers.

• Reached 3.3 Billion Impressions

• Engagement 385.5K engagements across all platforms

• Achievement against business targets According to Adweek, Avocados From Mexico had the largest increase in purchase consideration out of all Super Bowl Brands (Source: http://adage.com/article/super-bowl/yougov-super-bowl-2017-biggest-gainers/307930/)