• Situation

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.

• Brief

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; we knew, as a local brand, that we had to do something very special for them.

• Objectives

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 our brand and its well-known low prices.

Peru classifying to a World Cup after 36 years was already a once in a lifetime event; and we took advantage of this crucial time to plan a great idea with our well-known low prices as the protagonist. We 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; we surprised thousands of Peruvian fans, who were able to save plenty of money by spending much less, and all they had to do was to show their ID.

When it was announced that Peru classified to a World Cup after 36 years, the news and people all over the media evidenced that Peruvians were capable of absolutely anything to get to Russia. Many applied for loans, sold their belongings and even quit their jobs for a plane ticket and a seat in the stadium.

Taking in consideration our target audience behavior and the fact that 60 thousand Peruvians traveled to Russia; we took the opportunity to help them out economically, during their stay in this very expensive, once in a lifetime experience.

We also made sure the media and the people got the key message, weeks before the official launching of the campaign, so anyone who got to Russia could easily find our low prices in the stores.

First, we contacted the 3 main supermarkets in the cities where Peru was going to play (Saransk, Yekaterinburg and Sochi) and offered them to become part of a special agreement with us, which involved lowering their prices, so they could match the ones in Peru.

Here’s how we made this arrangement work: We transformed these Russian supermarkets by placing our low prices in soles currency, next to the original product prices. And all Peruvians fans had to do to access our low prices was to show their ID or passport.

We also intervened our FB page, so our followers could locate the 3 Plaza Vea stores in Russia by clicking on the location map.

Everyone started talking as soon as we launched Perussian Prices; TV shows, the news and people all over the media - who got to know and love this campaign, acknowledging its importance in times like these.

Perussian Prices impacted our business in positive ways: Increasing our sales and transactions by 7.5% and 3.1% respectively versus the previous year, and by amplifying the perception of our 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, we not only helped thousands of Peruvian football fans save plenty of money during their stay, but we 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