CDL, THE GAME SHOW
Date: March 2017
Client: Tiendas La Sirena
Role: Creative Strategist & Copywriter | Pagés BBDO, Santo Domingo
The good: each year, for a period of 5 months, the promo Colección de Lujo gives clients of Tiendas La Sirena the chance to win and win big! The not-so-good: people usually lost interest in the promo just a couple of months after launching the campaign regardless of how big the prizes were. With time, the campaign tended to fade away into the background and so did the participation rates.
We needed to keep the audience excited about the chance of winning. Our challenge was to do this for the 5 long months the promo aired.
The prizes were already amazing, so what could be improved? We found an opportunity in taking key aspects of the promo that were traditional and transforming them into captivating TV content. That's how CDL, The Game Show was born: Instead of just picking a winner in a traditional raffle, we created an exciting biweekly TV Game Show, hosted by hot local celebrities, where the winners were invited to pick the prize they would take home.
Transforming a traditional promo platform into a national TV show sensation
KEYWORDS
Integrated Campaign | Influencer Marketing | Brand Ambassadors | TV Production |
Content Strategy | Content Marketing |
Promo Activation
On the show, the participants had to go through a giant board game making decisions that would impact their outcome. Think televised Monopoly only you would never go bankrupt.
The contestants could also invite to the show a family member or a friend as a partner for emotional support or to help them play. This added an extra layer to the whole dynamic. Then at the end of the show, a new winner was picked.
The tensions of the game on each one of the 10 episodes kept people hooked to their screens, making us one of the highest-rated TV shows on that channel while it aired!
To invite people to participate, we created the following TVC evoking the emotions the winners could feel on the game show.
