Lala
Maraton Lala
Challenge
- Provide mass publicity for the Lala Marathon on a national scale among the largest number of users possible, and achieve a higher number of on-line registrations than the previous year.
- Lala is Mexico’s leading dairy produce company. For the first time, Lala opted to use the Internet to achieve the strongest and widest coverage on a limited budget.
Strategy
Lattitud used graphic advertising on the biggest and most frequented web portals in Mexico, in order to achieve widespread coverage and high recurrence, as well as graphic advertising on specialist sites linked with health and sport, in order to achieve affinity with the target sector. Search marketing strategies were also used, applying key words related with sport, Marathon, the Lala branch; this tool generated the highest number of registrations.
Results
- Over 50 million ads were generated in relation to the Lala Marathon
- Over 60,000 visits to the registration page, which represents very strong coverage given the limited budget.
- Registrations increased 288% after the Internet campaign was launched and continued to rise throughout the campaign.
- Approximately 50% of all national registrations for the Marathon were carried out on-line.
