Heinz Target Your Hunger

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Costa Rica has 1.4 million gamers, men and women, between 17 and 38 years old, professionals or university students. Those who use Facebook, Instagram, TikT ok, You T ube and Twitch to view content and advice related to video games. Who own 1 to 2 consoles, a computer or who use smartphones to play. They play more than 3 hours a day shooting video games such as Call of Duty, Fortnite, Counter Strike and PUBG. And they are snack lovers.

But the most important insight is the one that the gaming community itself gave us. Some of them mark the center of the screen to practice passive aiming with transparent tape with an X. So understanding the same community and working with them, we created a practical, fun and delicious tool, to improve what they needed so much.

Approach:

Helping gamers with what the needed it the most: Their aim.

Results:
30% increase in sales /  Stickers sold out in just 2 weeks
+3.3 million people reached /  11% increase in Engagement Rate
99% of positive sentiment /  +24 million impressions /  +2 million interactions

12.039.344 video reproductions / +100 hours of live streaming

Brand: Heinz Ketchup
Agency: Madison DDB
Founding Partner & CEO: Pablo Chaves
Founding Partner & CEO: Javier Mora
Founding Partner & CEO: Cristhian Fuentes
Founding Partner & CEO: Pablo Silva

Chief Creative Officer: Kimbo Kevin Brenes

Art Director: Alejandra Atroz

Art Director: Carlos Redondo
Creative Team: Daysi Camacho, Mario Martinez, Noelia Crocinelli, Jose Pablo Brenes,

Fabian Barillas, Dayliana Blanco, Daniel Mora, Elbia Farias.
Account Manager: Raquel Madrigal, Zharella Mata, Sofía Corrales

Account Director: Mauricio Brenes
Production Director: Alejandra Acosta

Client: Santiago Zeledón, Melissa Arcia, Gabriela Navarro