Drive awareness of the Super App from Super.com, an app that allows users to save money on various items, and earn money, all for free. The spot was a multichannel campaign used on regional television during the 2023 Super Bowl as well as social media. The concept was based on the "Super Bowl Shuffle", a fundraising video produced in 1985 by the Chicago Bears. Since the ad spots only ran in the greater Chicago area, we thought it would be amusing to reference the old video since that's the last time the Bears won the Super Bowl. The spot received attention from local media, including WGN, who had some former Chicago Bears players from that winning team on the air to discuss the new spot and praise the creative work.
The biggest challenge was that we had only one month (30 days) from start to finish to execute on this. Our creative team learned we had obtained "remnant" ad space during the Big Game, and if we could produce a 30-second spot in time we could squeeze it in right before kick-off. We jumped into action coming up with the parody concept, wrote the script for the song in one day, used a royalty-free audio track that sounded similar to the original song, and hired a great director to create the set, costumes, hire talent, and tape the shoot. We were able to get the entire project finished with a day to spare and uploaded to the station and timed our social media posts of the spot to coincide with the TV airing during the game.
Our goal for the campaign was simply awareness, not direct sales, so we measured based on website traffic and views. We enjoyed a substantial lift in traffic on the day of the game and for the week or so afterwards, and it acted as a spring board for other campaigns we ran throughout the year. The Super App has a 4.8 star rating in both the Apple App Store and Google Play Store. We also won a MUSE Creativity Award earlier this year for the campaign and video.
