Envying the size of your neighbors’ television is universal. But facing the celebration of the World Cup, it can be frustrating. Cetrogar, the Argentine chain of technology and appliance stores, has chosen to turn it into an opportunity and offer exclusive discounts as part of a promotional campaign that relies on the globally known competitive spirit of Argentines.
With the help of the creative agency Ogilvy Argentina, it has launched “The size of your envy”, which rewards the envy of consumers with products from its own brand Quantic. The campaign invites users to recognize and embrace the furtive glances at other people’s televisions, the comparisons and the persistent feeling that one’s own television falls short of obtaining new ones.
To do this, it has created a bot on WhatsApp, developed by the company Fardo and called ‘Qu!’, to which consumers can send a photograph of the television boxes they envy and which, after being analyzed, will be converted into discounts. These are established, as explained by the brand in an audiovisual piece, depending on the size of the box or television.
The piece is produced by Walden.
The campaign aims to capitalize on the consumption moment associated with the international tournament, during which television sales can double. And along these lines, it also aims to work on the differentiation of the brand in a context saturated with football campaigns and promotions, with an action that transcends the usual discourses around the passion for sport.
“In Argentina, in a World Cup year, there is not only passion. That thing that we all know also appears… watching someone else’s TV and thinking: ‘mine is already too small.’ Hence ‘The size of your envy’ was born, a campaign that encouraged us to say something different, from a closer and more fun place.” commented Juan Manuel Almeida, National Marketing Manager of Cetrogar, through LinkedIn.
The initiative has also been communicated through social networks, with humorous pieces showing the boxes branded with the campaign motto. According to Contagius, the company has distributed a thousand boxes in 17 provinces of the country, to promote the action.
In addition, Cetrogar has also collaborated with influencers and content creators to communicate the initiative and boost its reach. The model and presenter Wanda Nara has been one of them, and in her publication she explained how the promotion works.
The campaign has been running for the past few weeks on television, radio, digital media, outdoor advertising and social media.
