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2023 One Show - Creative Use of Data

The Eye Tracker

Agency De La Cruz/Ogilvy / Guaynabo

Client Supermax Online

Category

Real-Time Data

Annual ID

OS23_CU013B

About the Work

In a place that is threatened by hurricanes every year and hysteria takes over everyone, our mission was to modify the collective behavior at the moment a hurricane warning was issued. Every time that happens, thousands of people flock to supermarkets to overspend, leaving too many without the opportunity to buy essential items. That's why we set out to position SuperMax as the only supermarket that has done its bit to try to mitigate the problem of panic buying. Given this, we saw an opportunity to quell the storm that forms in supermarkets prior to the arrival of a storm by creating a tool that would educate the population about what they should really buy based on the probability and intensity of the hurricane that was forecasted.

In partnership with The National Hurricane Center, SuperMax created a tool called THE EYE TRACKER, a platform designed to reduce panic buying and overspending prior to a hurricane that recommends the amount of essential supplies you will need based on your household composition. This mobile tool prepares the consumer better to face these storms and think more collectively.

The Eye Tracker is also the first monitoring and prediction system that converts the National Hurricane Center satellite's data to change the traditional top view of the hurricanes into a street view. This allows people to have a friendlier and easier to understand visualization of the projected hurricane's path to prepare more adequately with all the necessary information in real time like the sustained winds speed, gusts, precipitation and translation speed, plus a recommendation of the essential supplies you will need which you can order at your nearest SuperMax.

2023 Awards

Total Points: 9

Credits

Agency

De La Cruz/Ogilvy / Guaynabo

Art Director

Luis Bedoya

Chief Creative Officer

Rafael Reina

Executive Producer

Carlos Thompson

Group Creative Director

Nanel Rodriguez

Strategist

Charito Sepulveda

Account Executive

Jose Morales

Project Manager

Raquel Cordero

Media Director

Marirose Acevedo

PR Director

Ity Vega

Regional CCO

Jéssica Apellániz

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