Proximity Colombia

Client: P&G
Product: OLD SPICE
Title: #MAPAALAVISTA
Media: DIGITAL
Country: COLOMBIA
Date Of Campaign: NOVEMBER 2018

Background: OLD SPICE NEEDED TO INCREASE BRAND AWARENESS IN THE COLOMBIAN MARKET. LAST YEAR, THE BRAND WAS HAVING A 10% DECREASE IN SALES AND WASN’T CONSIDERED BY THE CONSUMERS.

Idea: CREATE A VIRAL VIDEO ABOUT A SWEATY EMPLOYEE GETTING FIRED, TO GET PEOPLE’S ATTENTION ON SOMETHING THEY NEVER WANT TO SEE… THE MAP. A CONCEPT THAT NO OTHER BRAND WANTED TO USE, A PROBLEM THAT ONLY OLD SPICE COULD SOLVE. INFLUENCERS CREATED CONTENT ABOUT THE MAP IN THEIR OWN WAY, INCREASING THE CONVERSATION IN SOCIAL MEDIA. ALSO, WE APPEARED ON NEWSPAPERS, OOH, NATIONAL TV CHANNELS AND PUBLIC TRANSPORTATION, WHICH HELP US MAKE MORE BUZZ. DURING 3 DAYS IN A ROW, WE WORKED IN A BUNKER CREATING CONTENT. EVERY TIME SOMEONE USED OUR HASHTAG #MAPAALAVISTA IN SOCIAL MEDIA, WE ANSWERED TO EVERYONE IN REAL TIME BRINGING BACK OLD SPICE IN PEOPLE´S RADAR AGAIN.

Results: AFTER OUR CAMPAIGN LAUNCHED, WE ACHIEVED +9.5% ON BRAND´S ENGAGEMENT RATE, MADE 12 MILLION IMPRESSIONS ON MEN OVER 18 YEARS OLD AND WE HAD A 4% GROWTH VS. THE SAME PERIOD LAST YEAR (2017) AND A 20% GROWTH WHEN THE CAMPAIGN ENDED.