Context
In Colombia, the word “Chicharrón” means pork rinds. However it also means “problem”. To launch Grupo Ramo’s new pork rind product, we named it “Chachos” . A word that means something more positive. Chacho means a person who is an expert in something, who solves problems and excels in what he or she knows how to do best. This is why we decided to use the second meaning of the name of our product and its category to our advantage.
Idea
We gave life to The CHATcho, the first chat powered by artificial intelligence that gave users solutions for their “chicharrones” (problems) of everyday life.
Execution
We created our own artificial intelligence, the “CHATcho”, and with it we gave people a digital research tool with which they could solve all their day-to-day problems. Chicharrones ranging from recipes, Netflix recommendations, playlists, dance tutorials...
For every “Chicharron”, there is our “CHATcho” to save the day.
Agency: Contáctica // Rainer Pumpido - CEO // René Baquero - Creative Chief Officer // Felipe Sanchez - Chief Strategy Officer // Alejandro Gutierrez - Data Intelligence Director // Doris Pastoriza - Account Director // Mariana Echeverri - Account Executive // Gabriel Carrero - Creative Director // Carolina Patiño - Creative Lead // Isabella Perrotat - Art Director // Santiago Arango - Senior Creative Copywriter // Alondra Negron - ACD // Cristina Alvarez - Project Manager // Tatiana Segura - Project Manager