PR > Culture & Context

PERUSSIAN PRICES

FAHRENHEIT DDB, Lima / PLAZA VEA / 2019

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for PR?

The World Cup is the biggest sport event in the world. And this campaign took place during a crucial and unique moment for thousands of Peruvian fans, who have not had the chance to see their national team play a World Cup in 36 years.

More than 60 thousand hardcore fans gave all they had took to get to Russia – a country 3 times more expensive - and the least we could do as a leading supermarket brand, was to make this experience even more special for them by helping them save some money.

Background

After 36 years, Peru qualified to a World Cup. But there was just one problem: the tournament took place in Russia - a country 3 times more expensive.

This made thousands of Peruvian fans apply for loans, sell their belongings and even quit their jobs, so they could travel and experience this once in a lifetime opportunity. And we were asked, as a local brand, to come up with a new great idea to help these fans by doing something very special for them.

In total, 60 thousand Peruvian football fans travelled more than 14,000km to see their national team play. And to create a unique experience for them, we decided to help them save money during their stay in Russia, and to generate conversation surrounding our brand and its well-known low prices.

Describe the creative idea

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 for our target audience, with our well-known low prices as protagonists.

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.

Describe the PR strategy

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.

Describe the PR execution

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. If Peruvians football fans purchased any product, all they had to do was approach to our counter, show their ID or passport, and we’d give them back the surplus of money they spent, to make it equivalent to our prices in Peru.

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

List the results

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.

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.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The World Cup is the biggest sport event in the world. And this campaign took place during a crucial and unique moment for thousands of Peruvian fans, who have not had the chance to see their national team play a World Cup in 36 years.

More than 60 thousand hardcore fans gave all they had took to get to Russia – a country 3 times more expensive - and the least we could do as a leading supermarket brand, was to make this experience even more special for them by helping them save some money.

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