plazaVea / Peru / 2024Retail & Shopper · Promo · Social · Events & Sponsorship
The Kimberly Price.
Peruvian supermarket plazaVea priced 60 big-ticket items at S/146, matching race walker Kimberly García's Olympic bib number, for fans who stayed up to watch her race.
- Brand
- plazaVea
- Agency
- Fahrenheit DDB
- Market
- Peru
- Region
- Global
- Year
- 2024
The challenge
Kimberly García's Paris 2024 race started at 2:20am Peru time, a tough hour to rally viewers behind the athlete the retailer sponsored.
The idea
plazaVea turned her bib number into a price tag on fridges, smart TVs and smartphones. The brand streamed the race on its Facebook page, and viewers who registered during the broadcast entered a draw for the right to buy one item at the Kimberly price.
Case study source: Activation Ideas Source ↗
