Have you ever seen a “viral” event and thought: “Wow! This is either a publicity stunt or a really interesting thing I should jump in with my brand” Well, we did and since we didn’t know if it was a stunt, we decided to jump right on it.
In late (the 26th) January a guy stopped traffic and held on a giant sign asking his girlfriend to get back together with him, the sign said “VUELVE CONMIGO” (Let’s get back together)
The guy went viral and everyone was talking about him, from social media to newspaper, radio stations and a lot of influencers, all under #VuelveConmigo
On that week (the 29th) we got briefed about the new Valentine’s Promo for our client JUGUETON (the country’s biggest toy store) where they wanted to show that BIG ROMANCE AND BIG MISTAKES DESERVE EVEN BIGGER GIFTS, like their 6 ft. Teddy Bears, specially to teens (who rarely visit a toy store).
So we decided to create an answer to this guy, whoever he was, and take his grand love gesture into the launch of our campaign.
On Jan 30th (12 hours after being briefed) we showed up in the same spots and the same streets the mysterious guy had been, only this time it was our girl holding up an even bigger sign that said: “ASI SI VUELVO” (This way I AM getting back with you) but she wasn’t just holding the sign, this time she also had 3 giant stuffed bears branded with Jugueton’s logo.
After being spotted on the same places as the guy, people reacted immediately and started to talk about what a great couple it was, giving all the credit to Jugueton changing the conversation to #AsiSiVuelvo
The results were not only visible online but also on the store, selling all the 6 ft. stuffed animals in just 5 days.
The guy on the street turned out to be indeed from another campaign, they launched 3 days later with a contest to win a trip to Paris, but we had already won the WOM and momentum, also the money they had invested in Paid media.
The guy went viral and everyone was talking about him, from social media to newspaper, radio stations and a lot of influencers, all under #VuelveConmigo
On that week (the 29th) we got briefed about the new Valentine’s Promo for our client JUGUETON (the country’s biggest toy store) where they wanted to show that BIG ROMANCE AND BIG MISTAKES DESERVE EVEN BIGGER GIFTS, like their 6 ft. Teddy Bears, specially to teens (who rarely visit a toy store).
So we decided to create an answer to this guy, whoever he was, and take his grand love gesture into the launch of our campaign.
So we decided to create an answer to this guy, whoever he was, and take his grand love gesture into the launch of our campaign.
On Jan 30th (12 hours after being briefed) we showed up in the same spots and the same streets the mysterious guy had been, only this time it was our girl holding up an even bigger sign that said: “ASI SI VUELVO” (This way I AM getting back with you) but she wasn’t just holding the sign, this time she also had 3 giant stuffed bears branded with Jugueton’s logo.
After being spotted on the same places as the guy, people and the media reacted immediately and started to talk about what a great couple it was, giving all the credit to Jugueton changing the conversation to #AsiSiVuelvo
Newspapers, users and even the official page of TBWA shared the campaign.
The results were not only visible online but also in the store, selling all of the 6 ft. stuffed animals in just 5 days, almost two weeks before Valentine`s.
The guy on top of the car turned out to be a campaign for a cookie brand who was gonna give away a trip to Paris, but we had already taken advantage of the WOM generated and apparently from all the paid media used to generate it.
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Agency: Ogilvy & Mather El Salvador / OgilvyOne El Salvador
Client: Juguetón
General Creative Director: Patty del Cid
Digital Creative Director: Mario Limón
Creative & Social Team: Pamela Cañas, Iliana Moreno, Julia Cuerno, Amilcar Serrano, Alejandro Alas, Gabriela Mejia, Mario Benavides, Gus Rivas, Eric Solis, Daysi Alvarado, Carlos Romero, Jaime Cortez, Mariana Mayorga.
Client: Juguetón
General Creative Director: Patty del Cid
Digital Creative Director: Mario Limón
Creative & Social Team: Pamela Cañas, Iliana Moreno, Julia Cuerno, Amilcar Serrano, Alejandro Alas, Gabriela Mejia, Mario Benavides, Gus Rivas, Eric Solis, Daysi Alvarado, Carlos Romero, Jaime Cortez, Mariana Mayorga.
Account Director: Paty de Flores
