Cannes Lions

23 kg

EASY RETAIL S.A., Santiago / EASY / 2022

Case Film
Presentation Image

Overview

Entries

Credits

Overview

Background

Situation:

The migrants who have come to Chile leave behind their life and family. The need to leave again is so strong that they are able to leave behind homes and belongings that are very valuable to them.

Brief: To be able to permeate the brand's purpose and message in all other fields of action where the brand generates a perception in consumers.

Objective:

Transmit the people in a tangible and emotive way,

the value of our brand story and purpose.

Idea

The Idea: In a routine activity, we will interview immigrants working at Easy about what they had to leave behind at home. Then on any given day at their jobs they will find those items inside the shelves of Easy.

Strategy

Being coherent with our purpose, based on the importance of the home and the emotional

emotional effect of personalizing and renovating our spaces. We had to be able to reach our inner strength.

We thus discovered that a significant percentage of our collaborators were migrants. 542 people who came from different parts of Latin America and are now working in our stores.

This became an opportunity to connect with a contingent theme, making sense to our people and transmitting to our consumers a country reality that connected perfectly with the purpose of the brand and the sense of home.

Execution

Implementation: 1-month activity. A journalist interviewed several Easy immigrant collaborators as a routine endomarketing activity. We filmed all the interviews undercover. We chose the 3 most sensitive stories. We hid the cameras in 2 Easy stores and in 1 day everything was recorded live.

Timeline: 2 weeks of interviews / 1 week of object production / 1 day of filming / 1 week of editing

Placement: 2 Easy Stores in Santiago, Chile

Scale: We selected only 3 participants for this activity. The piece was exposed on TV and social networks.

Outcome

The objective of this case was to generate impact on Brand Awareness for the brand.

Qualitative results:

Total visualizations on digital platforms: 1.247.405

47% of the visualization comes from Instagram 37% (average time 0:20) of the visualization corresponds to Youtube 16% (average time 02:11) of the visualization corresponds to Facebook.

Total interactions on digital platforms: 85,083

97% of the interaction comes from Instagram

2% of the interaction corresponds to Youtube 1% of the interaction corresponds to Facebook.

Sentimentality on digital platforms:

98.6% positive comments

0.8% neutral comments

0.6% negative comments

Of which:

94% of comments come from Instagram

4% of the comments come from Youtube 2% of the comments come from Facebook

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