The archive · Marketing & Growth · Marketing decision · 2024–2025
Plaza Vea prices TVs and phones at Kimberly García's bib number — El Ojo Grand Prix
Peru's biggest supermarket priced TVs and phones at the three digits on racewalker Kimberly García's Olympic bib — so the country watched her 2 a.m. race.
Plaza Vea (Supermercados Peruanos) · Fahrenheit DDB
What it had to solve
Kimberly García was a two-time world champion racewalker but almost unknown in Peru, and her Paris 2024 final aired at 2:20 a.m. Plaza Vea, Peru's largest supermarket chain and her sponsor, needed to turn an unwatched niche event into national attention — without breaking its everyday-low-prices promise.
How it works
Kimberly García was a two-time world champion racewalker, yet in Peru her sport was barely known and she had little recognition. Her Paris 2024 Olympic final was scheduled for 2:20 a.m. local time — an unwatchable hour for a niche event. Plaza Vea, Peru's largest supermarket chain and her sponsor, needed to turn it into a national moment.
The brand's everyday-low-prices promise gave the agency its hook: Plaza Vea announced that selected TVs, smartphones and refrigerators would be sold at exactly the three-digit number printed on Kimberly's competition bib — a figure no one, not even the athlete, knew before race day. The only way to learn the price was to watch her compete live.
When the bib number 146 was revealed, Plaza Vea put the products up at S/146 (roughly US$36) on a special landing page as the race progressed, with a live stream and influencers keeping the country awake. The price became the story, and cheering for Kimberly became the way to 'earn' the discount.
The campaign delivered live-stream viewership on par with national TV ratings and made '146' part of the national conversation. It was Peru's most remembered campaign of the Paris 2024 Olympics, helped push Kimberly García into the country's Top 10 most recognised celebrities, and won the Gran Ojo Media at El Ojo 2025 plus 10 Golds, 17 Silvers and 14 Bronzes.
Why it lands
- The reveal mechanic made an invisible event impossible to ignore: the price existed only if the country watched the race.
- It fused the brand's core promise — low prices — with national pride, so the discount was earned by cheering for the athlete.
- Total secrecy of the bib number, even from the athlete, created suspense that generated unpaid media coverage.
- Real-time commerce kept the excitement monetizable: the landing page launched mid-race, converting attention into purchases.
What it did
The live stream reached viewership on par with national TV ratings and made '146' part of the national conversation; it was Peru's most remembered campaign of the Paris 2024 Olympics. Kimberly García entered Peru's Top 10 most recognised celebrities and was named by Forbes among the country's most influential women. The work won the Gran Ojo Media at El Ojo 2025 with 10 Golds, 17 Silvers and 14 Bronzes.
What you can take
If the audience won't watch the event, connect it to something they already care about — here, prices. Keep the reveal secret, and the moment itself does the promotion.
Since then
The campaign was named Peru's most remembered work of the Paris 2024 Olympics, and Kimberly García's profile rose so far that Forbes listed her among the country's most influential women. At El Ojo de Iberoamérica 2025 it won the Gran Ojo Media and swept a further 10 Golds, 17 Silvers and 14 Bronzes across the festival's categories, making it one of the most awarded Latin American campaigns of the year.
Sources
- This Peruvian Supermarket Lowered Its Prices to Support Athlete Kimberly García
- 'The Kimberly Price' de Fahrenheit DDB se alza con El Gran Ojo Media
- El Ojo Media 2025 — finalistas y ganadores
- Caso — The Kimberly Price — Supermercados Peruanos
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