Cannes Lions

THE ANTI-HIT

FAHRENHEIT DDB, Lima / PLAZAPOINTS / 2014

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

• We needed to launch PlazaPoints, a new loyalty program that works without effort: shop as usual, accumulate points and use them to pay whatever you want. The challenge? This product only works if it goes massive. The problem? We had a small budget

• Considering trolling is the activity number one on social media, we hired the most persistent and bullied Peruvian “rockstar” and created an Anti-hit. The song was titled: “se la llevan fácil” which means: get what you want without any effort. Dedicated to all pop stars that without struggling pack stadiums

• In a few days the Anti-hit was everywhere and our anti-rockstar was invited to all TV and radio shows to explain that this song was for an advertising campaign. The campaing that now everybody wanted to know about. Our PlazaPoints launch.

• The video clip reached almost 1’000,000 views, and the campaign ads in the internet half a million. All this social network efforts had an invitation to join the program in the Plaza Point web page, where we had 200,000 visits in a few weeks and more than the 50% signed in for the program

Execution

In a world where all the brands use celebrities as an easy but expensive way to endorse their product, we did the opposite thing and broke the rules. We hire an Anti-celebrity precisely because we didn’t had the budget. And instead of taking advantage of their fame, we took advantage of their bad reputation and entertain a whole country with a terrible song. But a song that really installed a concept and drove everyone to the product.

A very appropriate idea for a brand that needs a massive response but doesn't have the budget.

Outcome

The video clip reached almost 1,000,000 views, and the campaign ads in the internet half a million. All this social network efforts had an invitation to join the program in the Plaza Point web page, where we had 200,000 visits in a few weeks and more than the 50% signed in for the program.