The Challenge
Kimberly García is the most decorated athlete in Peru’s history—our only two-time world champion. She competes in race walking, a sport that rarely gets the spotlight. The 2024 Paris Olympics was her moment to change that. But there was one problem: her race would air at 2:00 a.m. Peru time. So, how do you get an entire nation to wake up in the middle of the night… for race walking?
The Solution
We turned Kimberly’s race number into the heart of an unprecedented promotion. Knowing it would be a three-digit number revealed at the start of the race, we made a bold promise: while Kimberly competed, the price of our TVs, fridges, and smartphones would drop to match her bib number. To keep the excitement going, we launched new product deals every seven kilometers of the race, turning a quiet, late-night event into a nationwide shopping frenzy.