Koni2021

#SeuJapaChegou

Client: Koni
Agency: Grupo Trigo (in house)
Year: 2021
Area: Campaign
Formats: Newsjacking, Social, Coupon, Delivery

On Keisuke Honda's Botafogo debut weekend, one piece and a 40% Uber Eats coupon. No player, no club named. R$ 1,200 spent, +300% orders.

Koni story with a line in Japanese and the text: didn't get a word? Relax, what matters is there's a discount today. We heard the fans and set Uber Eats on fire

Results

+300%in Uber Eats revenue and ordersover the campaign weekend

+60%in new customers

R$ 1,200total investment

Context

Use, in real time, the arrival of Keisuke Honda at Botafogo, the greatest Asian player in history to score in three World Cups, to drive sales for Koni, a Japanese food chain. Without being able to use the player’s name or the club’s.

Idea

An opportunity action called Seu Japa Chegou (“your Japa has arrived”): connect the popular imagination, Rio’s most beloved “Japa”, to the brand, without naming anything protected.

Piece

Didn’t get a word? Relax, what matters is: there’s a discount today.

Execution

Two stories and a 40% Uber Eats coupon, published on the weekend of the player’s debut. “We heard the fans and set Uber Eats on fire.”

Koni story: to celebrate, 40% off exclusively on Uber Eats with the coupon MEUJAPACHEGOU, until Monday midnight — Story · MEUJAPACHEGOU coupon, 40% off on Uber Eats

Keisuke Honda in a Botafogo jersey — Keisuke Honda arriving at Botafogo

Results

With a total investment of R$ 1,200, the action drove a 300% increase in Uber Eats revenue and orders over the campaign weekend, plus 60% growth in the new-customer base.