GPS HUSH PUPPIES
The Christmas holiday season is always challenging for brands to compete in the race of getting more customers and, therefore, more business. In Colombia, many brands tend to go directly to the streets and try to gain attention by handing out flyers in their attempt of accomplishing a sort of street marketing. At Mass, we believe those strategies are not only not effective but they also lack of innovation, we wanted to take advertisement for Hush Puppies and BTL to a whole different level.
The fact that people associates the Basset Hound breed with the brand was a key point into developing the whole idea around the BTL action. Our creative department was posed with the question of how the dog will help leading more people to the stores, and that is how the idea of the GPS dog was born.
It literally worked as a GPS: the dog would guide people who took its collar to the closest Hush Puppies store where they would get a gift certificate for their next purchase, a compelling idea that harness different elements such as tenderness and originality in order to succeed.
The campaign was also a success on social media; the video has over 1.9 million impressions to the date, being 1.4 million of those from twitter, over 400.000 from Facebook and about 30.000 from YouTube. Its Facebook post meant the biggest visibility for the brand of its whole year, with a total of over 1.400 actions between likes, comments and shares.
Las Navidades son siempre un desafío para las tiendas, una competencia para ver quién consigue más clientes y hace más negocio. La gente asocia el perro raza Basset Hound con la marca y nos preguntamos cómo eso podía ayudarnos a llevar clientes a las tiendas. Y lo hicimos literalmente, creando el GPS Hush Puppies, el guía más tierno del mundo. Agarrabas la correa del perrito y él te llevaba hasta la tienda más cercana, donde te regalaban un vale descuento.
Decenas de colombianos se acercaron a las tiendas Hush Puppies y compraron. Otros muchos descubrieron la marca. Pero además, fue gran éxito en las redes sociales: el video generó más de 2 millones de impresiones hasta la fecha, siendo 1,5 de las impresiones debida a la conversación generada en Twitter, más de medio millón en Facebook y cerca de 35.000 views en YouTube.
Director General Creativo: Xabi Liceaga
Directores Creativos: Hernaldo Torres, David Patiño
Dirección de Arte: Camila Hernández, Carolina García
Copy: Lenny Murcia
Producción: Laura Lozano