Bronze
Direct
Events and Experiential
| Entrant: | Grey, Guayaquil |
| Brand: | Super Extra |
| Title: | "Rice of Glory" |
| Corporate Name of Client: | Super Extra |
| Client Company: | Super Extra, Quito |
| Chief Marketing Officer: | Ricardo Poveda Labiza |
| Agency: | Maruri, Guayaquil/Grey, Guayaquil |
| Agency Chief Executive Officers: | Pipo Morano/Hernán Kritzer/Manir Fadel |
| Global Chief Creative Officer: | Gabriel Schimitt |
| Global Creative Partner: | Diego Medvedocky |
| Executive Creative Directors: | Juan Ure/Gonzalo Fernandez/Joao Caetano |
| Creative Directors: | Matías Aguilu/Francisco Ibarrola/Samantha Coronel/Andrés Monge |
| Copywriter: | Luis Saicali |
| Art Directors: | Jonathan Aguiar/Guilherme Portugal |
| Agency Head of Art: | Daniel Chonillo |
| Agency Executive Producer: | Emiliano Alvarenga |
| Production Company: | Landia, Buenos Aires |
| Director: | T omy Quartino |
Description:
It also demonstrates the rich, untapped territory between exciting, physical experiences and direct contact with the product.
Over 20 brands compete for sales in the Ecuadorian rice market, and we needed the consumer to appreciate the difference of our grain in order to remain the top brand.
That's why we decided to make a promo based on experiences and not on price. We needed the consumer to spend more time in contact with the product before it was thrown into the pot and to achieve this we put a tiny but important incentive on some of our rice grains, getting people to compete for "the winning grain" . We launched a TV campaign featuring a series of vignettes showing how far people will go for a grain of rice.
We also complemented it with billboards and fun social media content featuring influencers who warned people to be careful not to put a winning grain of rice in their sushi, rice pudding or fried rice.
We put amazing prizes in our rice grains.
Yes, really.
Each winning grain was meticulously hand-painted with non-toxic vegetable ink by Sri Lankan micro-artist Dayananda, brought directly to Ecuador and distributed in over 200,000 eye- catching black packages that hid the rice inside.
The grains were painted with incredible prizes: Cruises, air tickets, phones, laptops, trips to Galapagos, TVs and smartwatches.
The campaign was launched nationwide and the containers were placed in the country’s largest supermarket chains for the 2 and a half months that the promo lasted.
Rice of Glory sold the 200,000 participating packages and generated such empathy with consumers that sales of its classic rice package, which shared space on the shelves, tripled default sales, with over 1 million sold.