This Peruvian Supermarket Lowered Its Prices to Support Athlete Kimberly GarcÃa
In collaboration with PlazaVea, the largest supermarket chain in Peru, Fahrenheit DDB created this campaign to rally national support for Kimberly GarcÃa, one of Peru’s top athletes in racewalking. The idea was to boost awareness of Kimberly’s Paris 2024 competition by offering selected products - TVs, smartphones, and refrigerators - at a price matching her competition number: 146.
But here’s the twist: to discover the price, customers had to tune in at 2:20 a.m. and watch Kimberly compete live. This created a unique incentive for people to stay engaged and cheer her on, ultimately connecting the country to Kimberly and her sport in a meaningful way.
Mauricio Loredo, general creative director at Fahrenheit DDB explains more about the project.
Q> Tell us about plazaVea's positioning and how it differentiates itself from competitors. Could you provide some specific examples?
Mauricio> plazaVea is the largest supermarket chain in Peru, and for over a decade, it has positioned itself in the market with the promise of offering low prices every day. This supermarket primarily targets the 'household manager,' as, in most cases in Peru, it is women who are the decision-makers in family budgeting. Therefore, plazaVea supports distinguished women who have paved their own paths. An example is Kimberly GarcÃa, two-time world champion in race walking, an inspiring figure who resonates strongly with our target audience. Despite being the best in the world in race walking, Kimberly was an athlete with little exposure in Peru, so we took on the challenge of making her well-known and giving her the recognition she deserves.
Q> How did the timing of the event affect audience engagement and participation? Were there any strategies to keep people excited and attentive for the big moment?
Mauricio> From the campaign launch, public expectations were immense; no one, not even the athlete, knew the final number. For plazaVea, it was a bold move that led to widespread, unpaid media coverage and social media impact, keeping the entire country on the edge of their seats. When the number was finally revealed, the reactions were massive: the number 146 became part of the national conversation. During the competition, we activated a Live stream and involved influencers to support our athlete; furthermore, as the race progressed, plazaVea launched products at S/146 (around $36) on a special landing page, keeping the audience's excitement alive.
Q> How did this campaign culturally resonate with the Peruvian audience, and what feedback did plazaVea receive regarding national pride or support for local athletes?
Mauricio> The 'Kimberly Price' campaign was a real-time action that became part of Peruvian popular culture. It was the most remembered and interactive campaign in Peru during the 2024 Paris Olympics. Besides sparking interest and support from Peruvians for their athlete, we achieved live stream viewership on par with national TV ratings and significantly boosted positive sentiment toward the brand. Finally, Kimberly GarcÃa became an icon for Peruvians; never had a race-walking athlete received such exposure, and a race had been so widely watched.
