The Cheapest Transfers

Objective

Bodega Aurrera, a Mexican supermarket chain (part of Walmart), launched a campaign during International Gamer Day in September 2025 to position the brand within gaming culture. The strategy leveraged the gaming audience's context—where elite digital football players command high prices in EA Sports FC—to translate Bodega Aurrera's core brand promise of lowest prices into a virtual gaming environment.

Solution

The campaign intervened in EA Sports FC's Ultimate Team market, where players compete to acquire expensive elite athletes. Bodega Aurrera listed digital football stars for sale at the minimum allowed price in-game, creating a surprising brand presence that aligned with the 'lowest prices' value proposition. The execution used the game's native marketplace mechanics as the medium, allowing direct engagement with a gaming-native audience.

Results

Not published.