Hijack

A countdown discount-dash for designer shoes.

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By: 4am Saatchi & Saatchi

Brand: Meat Pack

The Story

Meat Pack is the trendiest shoe store in Guatemala. It’s a brand known for its edgy, irreverent style and a store known for its special discounts in limited-edition kicks, including brands like Adidas, Nike, Puma and Supra. Meat Pack opened its doors three years ago and quickly gathered a cult youth following, becoming an icon within the sneaker-head subculture. They needed to launch a new promotion that lived up to their brand standards, characterized by innovation and always surprising to their customers. The solution was an innovative, edgy way to earn your discount.

  • Image of campaign
  • Image of campaign

‘SALE’ is old-fashioned. So we created Hijack, an enhancement for the official Meat Pack app used by our customers. Using GPS tracking technology, Hijack was able to recognize our sneaker-heads entering a competitor store and then trigger a special notice with a promotion that gave you the chance to earn your discount. How? The discount would start at 99% and decreased by a percentage with each second that went by. The countdown discount sent people hurrying towards Meat Pack’s store to make the countdown stop. The faster they reached the store, the better the deal they got.

The Technology

The Results

It was fun for everyone. People stepped up to the challenge. No one knew quite what was going on, but a 99% discount makes you move your feet. They weren’t being given a discount, they had to run to earn one. And everything tastes better with victory. People watching in the mall enjoyed the show as well.

  • 9

    team members working on this project

  • 620

    gigabytes of data used

  • 42

    RED BULLS

Launch Date Dec. 14, 2011

The Team

  • 4am Saatchi & Saatchi

    www.4amsaatchi.com
    • Miguel Mayen
      Creative VP
    • Jonnathan DeLeon
      Creative Director
    • MarcoPolo Ramirez
      Creative Director
    • Fernando Armas
      Interactive Director
    • Luis Fernando Roca
      Interactive Art Director & Animator
    • Guillermo Chang
      Art Director
    • Jorge Juarez
      Producer
    • Elliot Rivas HAZE
      Music
    • Jenny Martinez
      Executive Director
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