Mobile > Creative Use Of Technology
YOUR ADS ARE MY ADS
BBDO GUATEMALA, Guatemala City / ILG / 2013
Overview
Credits
OVERVIEW
BriefExplanation
OUR ADS ARE MY ADS
We are no longer worried about the competition investment in media
PROBLEM
During summer different brands of rum, vodka and beer take over TV and radio advertising.
XL Rum, a local brand for young people, needed to communicate its summer promotions. But the media investment of the competition was 25 times bigger than ours.
SOLUTION
With a low budget and facing this reality, if we wanted to be heard, we only had one way out:
Use our competition advertising to communicate our promotions.
HOW?
We created a mobile app able to recognize the competition ads that aired on TV and radio.
Once the app detected them you immediately received a discount coupon to be exchange in Walmart, the biggest supermarket chain in the country.
We invited thousands of young people via SMS, QR codes and Proximity Marketing to download the app and to keep it open to get special discounts.
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