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.

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 with a line in Japanese and the copy (in Portuguese): didn't get it, huh? Relax, what matters is there's a discount today. We heard the fans and set Uber Eats on fire — Story · didn't get it, huh?

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

The two stories and the video story

Lance! article (in Portuguese): He's here! Honda lands in Rio to a Botafogo fan party — Lance! · February 7, 2020

Goal article (in Portuguese): Honda at Botafogo, all about the Japanese signing's presentation party — Goal · February 7, 2020

Goal article (in Portuguese): Honda, the fans' passion on social media weighed in the deal with Botafogo — Goal · February 8, 2020

Reuters article on Yahoo News: Botafogo fans crowd Rio airport to greet midfielder Honda — Reuters, via Yahoo News · February 7, 2020

Honda's arrival at Botafogo, in February 2020, in the press

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.