July 2007 - Guayaquil and Quito – Ecuador

The client’s ad agency Plan Below designed the “Alpina Oatmeal Drink Challenge” campaign, which target university students in Ecuador and was focused on the cities of Quito and Guayaquil.
As part of the campaign, a screaming race was implemented at different universities attended by the brand’s potential customers. Participants were divided into groups and then teams and asked to shout out the brand name “Alpina… Alpina… Alpina…” to make the brand’s character “Paco el Flaco” move along city streets. The team that shouted the loudest got to the finish line first and won the race.

Nearly 15,000 students took the challenge: they played, they had fun and they took home product samples. By energetically shouting out “Alpina,” the brand’s potential clients left with a positive, modern and innovative image of the brand.

	Technical Form
Client	Avena Alpina
Agency	Plan Below
Place	Guayaquil and Quito - Ecuador
Date	May/June 2007
Client's Goal	To bring Alpina’s top product, “Alpina Original Oatmeal Drink” to the target audience in an innovative, fun and eye-catching way. To attain this goal, a screaming race starring the brand’s character “Paco el Flaco” was used.
Solution	Screaming race
Result	Nearly 15,000 students took the challenge: they played, they had fun and they took home product samples.