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Category
Commerce
Annual ID
OS25_IN056M
Background
Makro is a supermarkets chain that offers thousands of products at the best price.However, they have fewer stores and less media budget than their competitors.
158X less stores (Makro= 22 / Total category = 3,688)
Only 4% share of media budget (Makro= USD 1.4MM / Total category = USD 34.5MM)
So, how to compete against chains that have stores every corner?
158X less stores (Makro= 22 / Total category = 3,688)
Only 4% share of media budget (Makro= USD 1.4MM / Total category = USD 34.5MM)
So, how to compete against chains that have stores every corner?
Creative Idea
We created ADSCAN
A commerce tool that turns brand’s ads into our new commerce platform and our media budget into discounts for people.
Simple! Makro sells thousands of products of leading brands with ads everywhere.
We took advantage of this to create a shopping tool capable of scanning any ad and turn it into a discount on that product, or category.
A commerce tool that turns brand’s ads into our new commerce platform and our media budget into discounts for people.
Simple! Makro sells thousands of products of leading brands with ads everywhere.
We took advantage of this to create a shopping tool capable of scanning any ad and turn it into a discount on that product, or category.
Insights & Strategy
To do this, Adscan recognizes the images through Google Vision Cloud and by using Open AI detects the product from our stock generating an offer to buy it.
Additionally, people can compare prices and fill a virtual shopping cart to get more benefits. So, the more brands advertise, the more chances we sell their products.
Additionally, people can compare prices and fill a virtual shopping cart to get more benefits. So, the more brands advertise, the more chances we sell their products.
Execution
Adscan recognizes the images through Google Vision Cloud and by using Open AI detects the product from our stock generating an offer to buy it.
Additionally, people can compare prices and fill a virtual shopping cart to get more benefits. So, the more brands advertise, the more chances we sell their products.
So, the more brands advertise, the more chances we sell their products.
They advertise, we sell it.
Additionally, people can compare prices and fill a virtual shopping cart to get more benefits. So, the more brands advertise, the more chances we sell their products.
So, the more brands advertise, the more chances we sell their products.
They advertise, we sell it.
Results
We can potencially save over USD 1.1 MM in media budget and convert it into discounts for people.
We forecast 20.000 new clients a year.
And USD 15.7 MM of brand´s media budget used in our favor
We forecast 20.000 new clients a year.
And USD 15.7 MM of brand´s media budget used in our favor
2025 Awards
Total Points: 3
Merit
Credits
Agency
VML Colombia / Bogotá
Chief Creative Officer
Daniel Payán
Juan José Posada
Chief Technology Officer
Gustavo Hurtado
Creative Director
Andrés Nuñez
Cristian Jiménez
Juan Sebastian Pelaez
Creative Technologist
Andrey Albañil
David Salinas
Luis Vela
Director
David Villabona
Global Chief Creative Officer
Debbi Vandeven
Producer
Sebastian Acevedo
Chief Creative Officer LATAM
Nino Goldberg
Deputy Global Chief Creative Officer
Rafael Pitanguy
Executive Producer
Andrea García
Account Director
Diana Espitia
Back End Developer
Sebastian Gomez
Business Development Director
Eric Pell
Business VP
Juliana Giraldo
CEO
Julian Mercado
Creative Vicepresident
Juan Cárdenas
Front End Developer
Cristian Vargas
Felipe Garzón
Laura Rojas
Ruben Serna
Global Chief Creative Operations Officer
Lauren Lafranz
IA engineer
Jaime Garcia
Marketing Director
Juan Yepes
Project Manager
Daniela Larrota
Natala Prado
QA
Leidy Alvarez
Regional Connector/ Creative Ops
Facundo Palacios
Sound Producer
Alvaro Henao
UX / UI Designer
Oscar Castro
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