Group Monge: "Mom comes first": A meaningful campaign to praise mothers
Agency: Havas Tribu
Objectives
Our objective was to get hold of the Mother's Day celebration in Costa Rica. Therefore, it was essential to become the flag bearer for this special day thanks to a strong message allowing us to achieve a very high top of mind awareness* during the highest-selling season of the year. It is a season during which we compete against other well-established local and international brands.
*Note: Top of mind awareness is the indicator measuring brand awareness in a general context, without specifying a category. It...