| Title | PIZZAGOAL |
| Brand | TABASCO |
| Product/Service | TABASCO |
| Category |
B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Jutta Callebaut |
BBDO Belgium |
Copywriter And Art Director |
| Sebastien De Valck |
BBDO Belgium |
Creative Director |
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
| Stephanie Torfs |
BBDO Belgium |
Account Manager |
| Isabel Peeters |
BBDO Belgium |
Account Supervisor |
| Kris Van Den Brandt |
BBDO Belgium |
Account Director |
| Manu De Wit |
BBDO Belgium |
Copywriter/Translator |
| Guillaume Janne |
BBDO Belgium |
Designer |
| Jan Algoed |
BBDO Belgium |
Head Of Digital |
| Inneke De Buck |
Tabasco Belgium |
Advertiser’s Supervisor |
| Filip Gezel |
BBDO Belgium |
Digital Developer |
|
Pegus Apps |
Mobile Experts |
| Eric Leurquin |
BBDO Belgium |
Head Of Design |
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”.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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%.
Explain why the method of promotion was most relevant to the product or service
Tabasco intensifies flavours. Most people who have tasted Tabasco flavour on their pizza, love it. They only need a little push to try it. The game-aspect of Pizzagoal appeared to be the ideal push to have them trying it. The Pizzagoal-game created a strong link between pizza and Tabasco. The Pizzagoal-app affected our target group rightly, they dared each other and showed off with their amount of recognised Pizzagoals. Most people communicate about football matches via second screen. So by launching the Pizzagoal-app, Tabasco directly intervened in the world of youngsters in a pleasant and convenient way.