Eroski Down, down go the prices.
Turning a price drop into a movement.
Eroski asked us to help tell the story of its price drop. In the era of Gen Z and social movements, we wanted to start a movement of our own. And since the basket of world-changing movements is already full, we decided to take the movement of dropping a product into the basket, and turn it into a dance move.
The truth is, stories move our hearts, and prices move our feet. And what better way to express the thrill of a price drop than to sing it. Especially when the strategic goal is to reach as many people as possible with the most universal message possible — and, ideally, stir an emotion.
With this gesture we created a 360º multi-regional campaign in which we built different spots with songs adapted to each subtarget.
And a universe of on-off applications combining digital formats with out-of-home and innovative formats.
Like the format we launched on TikTok: Bajan Bajan Dance Lessons. A school of flow that turns a twinge of lower-back pain into a step capable of transforming your sister-in-law into Dua Lipa herself as she bends down for a case of IPA. Turning your neighbor loading a carton of milk into the car into Travolta in Saturday Night Fever. Or your mom, reaching out for a bag of chia seeds, into the Meryl Streep of Bilbao living her best Mamma Mia life. Because nothing makes us fall in love like a little hip pop with flow.
And so, step by step and flow by flow, Bajan Bajan became a global project to communicate the hardest-hitting price drop on the market — Eroski’s. A project through which, beyond a strategy and a multi-format campaign, we jumped into “dance lessons” learning content and gave TikTok our own take on what a true social movement looks like.
“We closed the third quarter of 2023 with strong sales growth, driven by the effort behind our price-reduction policy, increasing revenue by almost 9%.”
