Proximity Colombia

Client: MARS COLOMBIA
Product: SNICKERS®
Title: COLUMBIA, THE OFFICIAL SOCCER TEAM OF CONFUSION
Media: The campaign included gifting, packaging specially designed for the season, and consistent digital communication with different formats.
Country: COLOMBIA
Date Of Campaign: 01.05.2018 / 31.07.2019

Background: Situation: Snickers was looking for ways to increase sales by reactivating their local communication and connecting with their consumers. The brand identified that it had to activate all points of contact with its consumer, digital, point of sale, and parcel service, to generate an impact that would give relevance to its product in 2018.• Brief: the brand was not the closest to the Colombian public and wanted to be relevant during the football world cup Russia 2018. All this without being an Official Sponsor of the National Team.Objectives: to have notoriety during this time through a communication that transmitted the global concept, leveraged in the confusions that the human being suffers when being a victim of hunger: ITS NOT YOU WHEN YOU ARE HUNGRY.

Idea: We took advantage of one of the most famous confusion when people around the world talk about Colombia: They say COLUMBIA instead of COLOMBIA. In this sense and under the humorous tone of the brand, we created COLUMBIA, THE OFFICIAL SOCCER TEAM OF CONFUSION, a fake team that served to steal the conversation every time the national team took center stage. During the season prior to the World Cup and during the World Cup (May / July 2018) THE OFFICIAL SOCCER TEAM OF CONFUSION was created to take advantage of the recurring error with Colombia and Columbia, and generate content on recurring misunderstandings during the sports party, as well as encouraging the purchase of the product to obtain the shirt. Influencers of the sports world were activated, such as William Vinasco (the most influential soccer narrator in the country), who was the first to receive the team's shirt of confusion and talk about the campaign, alliances were made with radio stations to spread the communication, we also promoted purchases of the chocolate bars in the e-commerce, real-time content was generated (Instagram accounts and Facebook own of the brand and of influencers), even in mass media as newspapers ( EL TIEMPO), increasing significantly the engagement of consumers with the brand and achieving countless mentions and freepress in mass media (W, Blue radio).

Results: SNICKERS® WITH THIS CAMPAIGN ACHIEVED A UNIQUE ENGAGEMENT IN THE COLOMBIAN MARKET AND WAS ON OF THE FAVOURITE CHOCOLATE BRANDS CAPITALIZING ITS GLOBAL CONCEPT IN A RELEVANT MANNER IN THE LOCAL MARKET.THE BRAND WAS ONE OF THE MOST INFLUENTIAL BRANDS IN COLOMBIA WITHOUT THE NEED TO BE OFFICIAL SPONSORS OD THE SPORTS EVENT.SALES INCREASED CONSIDERABLY IN THE VARIOUS CHANNELS.WE ACHIEVE HISTORICAL LEVELS OF SNICKERS ENGAGEMENT IN COLOMBIA.+ 77,000 INTERACTIONS DURING THE WORLD CUP (ER 28.2%)HISTORICAL RECORD IN FANS (49,600 / + 13% IN ONLY ONE MONTH)HIGHER HISTORICAL AVERAGE IN SALES IN THE FIRST SEMESTER OF THE LAST TWO YEARS (SOURCE: MARS SELL OUT / JAN-JUL 2017 VS. 2018)INCREASE OF 10% IN SALES IN THE MODERN CHANNEL VS. SAME PERIOD 2017 (+ 21% IN SUCCESS)+ 180K SNICKERS SOLD IN TWO MONTHS