To inform about a new line of ready-to-serve meals by Calvo available on the market. These traditional dishes of the Spanish Cuisine are especially developed for the people who do not have much time or do not cook, but at the same time, like to eat well.
IDEA
When you are very hungry, your stomach growls. What if there was someone, whose stomach, instead of growling… was thundering?
This way, an incredible story of a man dominated by his stomach becomes the main character of this campaign. This is a story of a man, who is forced to leave his house and his family and join a circus, just like another beast. However, his problem has an easy solution: Calvo ready-to-serve meals could tame his stomach and return him to his prior life. His story was advertised on TV, and the Internet campaign converted the web into a circus, in which the users could participate through Facebook Connect, clicking on a function of “The Incredible Thundering stomach” and also, obtain free product samples and the doll of the main character. All this effort for making sure that there would be no more growling stomachs, thanks to Calvo and its ready-to-serve meals.
WEBSITE
In order to participate in the show, the users must enter through Facebook Connect and invite 4 friends. During this show, the spectators and their friends could experience a variety of sensations, such as fear caused by a knife thrower or prank jokes of the clowns. At the end of the show, the magician will randomly take out of the hat 15.000 free prizes to the spectators who would be able to redeem them at the end of the show. Afterwards, they will be sent to your house.At the end of the show, the spectators could share their thoughts and feelings about the prizes and overall experience at the main social networks.
RESULTS
70.000 visitors to the website in just one month. 15.000 product samples distributed as a part of the promotion. Over 9 million conversation topics in the main social networks. And most importantly, ready-to-serve meals by Calvo had a 392% increase in sales and was out of stock for three consecutive weeks.
