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EPA - Cashier for a Day
Costa Rica national soccer team coach, Oscar ‘El Machillo’ Ramírez, is EPA cashier for a day
Creative ideation, coordination, and press management by Pitch Media.
Nuestra Idea
In a creative initiative to connect with soccer fans and boost excitement ahead of the Hexagonal round for the 2018 Russia World Cup, Ferretería EPA, official sponsor of the Costa Rica National Team, launched a campaign where Óscar ‘El Macho’ Ramírez, then head coach of the National Team, worked as a cashier for a day.
Strategy
After a brief training session, Ramírez served real customers at one of the EPA stores, who were unaware they were part of this surprise activation. The experience was documented in a video capturing customers’ spontaneous reactions upon recognizing the national coach behind the register.
As part of the campaign, participating customers received EPA product kits and double tickets to the Costa Rica vs. USA match held on November 15 at the National Stadium. Additionally, followers were encouraged to share the video on EPA Costa Rica’s social media channels, with a chance to win additional tickets for the same game. This strategy aimed to strengthen the bond between the brand and the community, celebrating the spirit of national soccer and closeness with its icons.
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