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The canned food company Herdez hired SIA Interactive through the agency Draft fcb to design an innovative solution that would help consolidate the brand image and the company’s new slogan.
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Technical Form |
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| Client |
Herdez |
| Agency |
Draft fcb |
| Place |
Supermarkets across Mexico |
| Date |
May 21-July 21, 2008 |
| Client´s Goal |
GTo allow consumers to identify the company’s new image and slogan. |
| Solution |
Interactive game: Screaming Race |
| Results |
5,000 participants and 4,000 prize winners during the two-month promotion. |
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August 2008 – Mexico.
Herdez, a leader in the canned foods industry, held an important two-month promotion aimed at strengthening the company’s corporate image and promoting its new slogan. To achieve this, the company decided to reach consumers at points of purchase throughout the country.
As part of this campaign, the agency Draft fcb called SIA Interactive to implement a technological solution at supermarkets in the most important cities of Mexico. The solution developed by SIA was a Screaming Race.
During the two-month promotion, 5,000 people played the game and 4,000 prizes were distributed. The numbers alone point to the success of the promotion. |
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Screaming Race
The game involved active participation on the part of consumers, who had to shout the word “love”, reiterating the main concept of the new slogan: “Herdez, nourishing love.” Prizes were offered for those who shouted the loudest.
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| “The game got the attention of housewives, who were the main target of the promotion, and boosted sales of the participating products. Once again, SIA Interactive provided us with an innovative tool for this promotion.” |
Luis Marín
Creative Production Director
Agencia Draft fcb |
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