plazaVea: The Kimberly Price
plazaVea wanted to maximize its sponsorship of world - champion racewalker Kimberly García during the Paris 2024 Olympics. The challenge was her race's 2:00 a.m. start time, which predicted near - zero viewership. Fahrenheit DDB Lima was tasked with creating a campaign to keep the nation awake, drive e - commerce traffic, and reinforce the brand's commitment to low prices and female athletes.
Creative Idea
Linked high - value product prices to an athlete's mystery Olympic bib number in real - time.
plazaVea turned a world - champion racewalker's Olympic bib number into a real - time discount code for high - end electronics. By revealing the price only at the 2:00 a.m. race start, they incentivized an entire nation to support a niche sport.
The 2:20 AM Race for 146 Soles
Preparing for Every Possible Number
The technical execution required Fahrenheit DDB to operate a high - stakes "war room" in the middle of the night. Because Olympic bib numbers are assigned by officials just before the event, the digital team had to prepare hundreds of creative assets and social media templates for every conceivable numerical outcome. The moment Kimberly Garcia appeared on screen in Paris wearing number 146, the team triggered a manual price override across the plazaVea e - commerce platform, instantly dropping the cost of 55 - inch TVs and refrigerators to just S/146 (approximately $39 USD).
Turning Sleep into Sales
The campaign achieved a 42% higher media impact than traditional OOH advertising by leveraging the tension of a live broadcast. Despite the 2:00 a.m. time slot, the brand successfully engaged over 10,000 people in a single Facebook Live stream. The "Kimberly Price" became a cultural phenomenon that sold out high - end electronics in mere minutes, proving that "Creative Commerce" can turn functional retail promotions into national events.
A Masterclass in Real - Time Retail
Directed by Oliver Hourton and produced by Canica Films, the campaign film captured the frenzy of a nation waking up before dawn to support a "forgotten" sport. CCO Sergio Franco noted that the strategy was about transforming an unusual broadcast hour into a unique cultural experience. By replacing the athlete's surname with a pun on the word "Price," the brand reinforced its slogan, Precios bajos todos los días, while fostering massive national pride for Peru's top Olympic medal hope.
Creative Strategy Deconstructed
Company
A decade - long history of sponsoring female athletes and a reputation for everyday low prices in the Peruvian market.
Category
Retailers usually run static promotions or generic Olympic sponsorships that fail to engage viewers during off - peak broadcast hours.
Customer
Peruvian sports fans who wanted to support their national hero but struggled to stay awake for a 2:00 a.m. race.
Culture
The high - stakes excitement of the Olympics combined with the universal thrill of a mystery flash sale on expensive electronics.
Company
A decade - long history of sponsoring female athletes and a reputation for everyday low prices in the Peruvian market.
Category
Retailers usually run static promotions or generic Olympic sponsorships that fail to engage viewers during off - peak broadcast hours.
Strategy:
Gamify live broadcast data to convert low - viewership time slots into high - intent, real - time retail conversion windows.
Customer
Peruvian sports fans who wanted to support their national hero but struggled to stay awake for a 2:00 a.m. race.
Culture
The high - stakes excitement of the Olympics combined with the universal thrill of a mystery flash sale on expensive electronics.
Strategy:
Gamify live broadcast data to convert low - viewership time slots into high - intent, real - time retail conversion windows.
Results
The campaign achieved over 1M interactions in less than 2 hours. It saw a +3000% rating increase during a traditionally dead hour slot. plazaVea reached an association of 61% with female athletes. Kimberly García entered Peru's Top 10 celebrities and was named one of Peru's most powerful women by Forbes. The campaign received extensive earned media coverage from outlets like El Pais, Clarin, and Andina.
+3000%
rating during dead hour slot
1M+
interactions in < 2 hours
61%
association with female athletes
Strategy Technique
Hijack a Moment
plazaVea leveraged the Paris 2024 Olympics and a specific athlete's performance to dominate a low - viewership time slot. They turned a potential media dead zone into a massive brand activation.
Explore Technique
Creative Technique
Real-Time Relevance
The campaign relied on the live reveal of a random Olympic bib number to trigger instant e - commerce updates. This transformed a passive viewing experience into a high - stakes, real - time shopping event.
Explore Technique
Craft Breakdown
The campaign's brilliance lies in its real-time integration of a live sporting event with e-commerce, turning a passive viewing experience into an active, gamified shopping event.
Strategically hacking a low-value time slot (2 a.m.) to create a high-engagement national event.
The clever naming of 'The Kimberly Price' perfectly bridges the athlete's identity with the brand's value proposition.
The synergy between the live broadcast reveal and the immediate e-commerce update created a seamless 'phygital' experience.
