Cannes Lions

GAS @ THE MUSEUM

LEO BURNETT PUERTO RICO, Guaynabo / PUMA / 2014

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Overview

Entries

Credits

Overview

Execution

How could we motivate consumers loyal to another gasoline brand for decades to try the new one in the market?

When the first Transportation Museum in Puerto Rico was about to open we created a wall size poster that told the history of automobile evolution through a car and we placed a very relevant promotion inside it through QR Codes. Visitors could scan every part of the car with their mobile phones. At the end of each story they received a prize: Free Puma gasoline.

Outcome

-Since then, 20,000 persons have interacted with the poster.

-We have received an excellent and above average response rate to the promotion

-As of today Puma Energy is the second gasoline in the market, in a very competitive environment (over 8 players in the market)

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