| Title | PIZZAGOAL |
| Brand | TABASCO |
| Product/Service | TABASCO |
| Category |
B01. ACQUISITION & RETENTION |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Sebastien De Valck |
BBDO Belgium |
Creative Director |
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
| Jutta Callebaut |
BBDO Belgium |
Copywriter And Art Director |
| Guillaume Janne |
BBDO Belgium |
Designer |
| Stephanie Torfs |
BBDO Belgium |
Account Manager |
| Jan Algoed |
BBDO Belgium |
Head Of Digital |
| Kris Van Den Brandt |
BBDO Belgium |
Account Director |
| Isabel Peeters |
BBDO Belgium |
Account Supervisor |
| Filip Gezel |
BBDO Belgium |
Digital Developer |
|
Pegus Apps |
Mobile Experts |
| Inneke De Buck |
Tabasco Belgium |
Advertiser’s Supervisor |
The Brief
Tabasco found out that its customers didn’t always use Tabasco, because apart from spaghetti, they don’t know on which food to use it. Tabasco wanted to increase its brand awareness and show to Belgian young men that pizza and Tabasco is the perfect combination.
How we wanted to do this? By making our audience taste it themselves. Young men often order pizza while watching a football match. So for the world cup we created a mobile game called: “Pizzagoal”.
Creative Execution
Tabasco intensifies flavours. The audience needed a little push to try the combination of pizza and Tabasco. The game-aspect of Pizzagoal was the ideal push to have them taste it. The game created a strong link between pizza and Tabasco. Our target group dared each other, showing off the number of Pizzagoals they scored. Most people communicate about football matches via second screen, so the Pizzagoal-app affected our target group rightly. By launching the Pizzagoal-app, Tabasco intervened in the world of youngsters in a pleasant, convenient way. Without immediately dishing up it’s own brand, but by using another good to promote it.
Describe the creative solution to the brief/objective.
We launched a mobile game called: “Pizzagoal”. An app to win free pizza with Tabasco flavour, each time a Pizzagoal was scored during the world cup.
A football field consists out of pizza-like shapes: the corners, half circles and center circle. Did a football player score from one of these shapes, directly or by assist? That’s Pizzagoal! Then the participants could win free pizza with Tabasco in the same shape: a quarter, half or whole pizza.
They only had to follow the matches live and claim the Pizzagoals via the app. We collaborated with Domino’s to have the pizzas delivered.
Results
Tabasco’s brand awareness went up from 83% to 88%. The number of people finding Tabasco and pizza a perfect combination increased by 12%.