Perussian Prices
Plaza Vea
Issue 51 | June 2019
Agency
FAHRENHEITDDB
Creative Team
Executive Creative Director: Ricardo Chadwick General Creative Director: Sergio Franco Tosso Creative Director / Head of art: Luciano Leone Copywriter: Luis Castañeda,Renzo Airaldi, Victor Luna Art director: Estuardo Salazar, Walter de la Cruz
Production Team
Agency Producers: Vanessa Diaz, Leicy Marquez
Other Credits
Account Director: Andrea Gomero Account Supervisor: Fiorela Gallardo Account Executive: Andrea Pajares Planning Director: Renato Aráuco Planner: Ricardo Rentería Offline: Jorge Luis Aviles Animation: Orlando Huaranga Production House: Canica. Maria Teresa Benvenuto Director: Ricardo Chadwick DOP: Sergio Franco Tosso Producer: Prisma. Roxana Rivera Audio: Atómica, Audiopost Offline: Bruno Rodriguez Online: Wawin Eduardo Arriagada
Date
July 2018
Background
After 36 years, Peru qualified to a World Cup. Yes, you’d think everyone would be excited to finally see their team play abroad, but there was just one problem: the tournament took place in Russia - a country 3 times more expensive. • Taking in consideration that thousands of Peruvian fans had applied for loans and sold their belongings to travel and experience this once in a lifetime opportunity; they knew, as a local brand, that they had to do something very special for them. • To create a unique experience for thousands of Peruvian football fans who travelled more than 14,000km to see their national team play, help them save money during their stay in Russia, and generate conversation surrounding their brand and its well-known low prices.
Idea
Peru classifying to a World Cup after 36 years was already a once in a lifetime event; and the idea was to take advantage of their well-known nationwide low prices to plan a great idea. They located the 3 main supermarkets in the cities where Peru was going to play - Saransk, Yekaterinburg, and Sochi – and made a unique agreement with them: To lower their prices, so they could match the ones in Peru. By doing this; Peruvian fans saved plenty of money by spending much less, and all they had to do was to show their ID.
Results
Perussian Prices impacted their business in positive ways: Increasing their sales and transactions by 7.5% and 3.1% respectively versus the previous year, and by amplifying the perception of their low prices in Peru by 3%. During its launch online, it accomplished an engagement of 14% by reaching 4.88M people and getting a total of 3.5M views. It also got 2.5 million dollars in earned media, 65 million impressions and 98% of positive mentions. TV shows, the news and people all over the media also got to know and love this campaign, acknowledging its importance in times like these. With Perussian Prices, they not only helped thousands of Peruvian football fans save plenty of money during their stay, but they also were able to make their unique adventure in the world’s biggest sport event, an even more memorable one. 45 MM IMPRESSIONS 98% POSITIVE MENTIONS 2.5 MM DOLLARS IN EARNED MEDIA