The Dominican Republic is known for its beaches, its music and its people.
But there is another side of Dominican Republic unknown to the world that lives in isolation from the glamor of resorts, receiving little to no help because of corrupt politicians who come to power by buying votes in exchange for Fried Chicken (PICA POLLO), you heard that right, they buy votes with Fried Chicken.
What could a local restaurant possibly do to change this?
We decided to fight fire with fire: if a Fried Chicken can buy a vote, it can also make Dominicans vote consciously.
“La Hija del Pollero restaurant” launched the first ever Pica Pollo for democracy, a delicious fried chicken combo that we gave out for free on Election Day to people who had already exercised their right to vote, blocking corrupt politicians from buying them.
3 days before the election, we sparked a conversation surrounding this problem.
And when the topic got hotter, we launched our proposal:
With a simple digital campaign and less than 1% of the advertising investment of our competition, we managed to become trending topic on the day of the presidential elections, making it on the news in all of the country's newspapers. We generated enough earned media to cover 4 years of the brand's advertising budget and increased our followers by 30% in just 3 days.
The idea allowed the brand to position itself among the most relevant in the segment, which helped us keep our stores from closing and to open 2 new branches. Generating employment during one of the most difficult economic crises that humanity has faced.
And most importantly, we managed to prevent thousands of Dominicans from selling their vote and voting freely for the candidate they really wanted.
This professional campaign titled 'Pica Pollo for Democracy' was published in Dominican Republic in July, 2020. It was created for the brand: La Hija del Pollero, by ad agency: Publicis. This Experiential medium campaign is related to the Food industry and contains 2 media assets. It was submitted over 1 year ago by Co-Director Creative Council : Nicole Alvarez of Leo Burnett & Publicis -Peña Defillo.
Advertising Agency: Leo Burnettdo & Publicis, Santo Domingo, Dominican Republic
Cco: Alvaro Noboa S
Creative Director: Víctor Bermúdez
Co Director Creative Council: Nicole Alvarez
Agency Producer: David Flores
Head Of Art: José Jiménez
Art Director: Miguel Cepeda
CEO Client: Massiel Almonte
Creative Director: Cristhoffer García
Creative Director: Arlyn García