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James Rodriguez is one of the most important Football (Soccer) player in the world. In Colombia he has changed the football fans in the country, becoming one of the most famous in the history of the Colombian football. Nowadays he is playing with Real Madrid (Spain), one of the biggest clubs worldwide and his jersey is the legendary #10. He is using his image to place in the market different kind of products. One of them is the energetic beverage 10 GOLD.

 

Campaign 

Through JCDecaux Colombia, 10 Gold was in the bus stop publicity in Bogota. The innovation came with the tagging methods of CEE-Platform. They developed a special page that the platform opened once the Chameleon Coded was read with the app. In this page People needed to register their information and answer some questions. The persons that answer everything correct, won a price.
10 GOLD was a new brand that was making an entrance into the market with the help of a very important name. So the main goal was in this campaign was brand activation.

 

 How?

The activation took place during the “ciclovia”. The ciclovia is an event that takes place every Sunday in Bogota, where the streets are closed off for cars, so that the people can go out to do sport all around the city. For the activation the Cee App promoting team and the promotional team of 10 Gold worked together to introduce the product and engage them in scanning the posters to win a prize. It was a great cross breed between product sampling and immediate gratification of win a prize game. This campaign is a great example how Cross Media campaigns can accumulate attenttion and engagement. By combining interactive posters, handouts, social media and an online platform the brand presence and penetration is much higher leading to peaks of engagement but also possibilities to follow up after the initial campaign.