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Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Case Study

This case study explains how Wong Asia, a supermarket in Peru, responded quickly to maintain its reputation after a store burnt down.

Case Study

This case study details a campaign by the sportswear manufacturer Everlast in Peru to increase penetration, and aligning the brand with the struggle for women's equality.

Research Paper

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

Case Study

This case study describes how UTEC, the University of Engineering and Technology in Peru, created lamps running on plants to raise the profile of engineering and encourage more people to apply to study with them.

Case Study

This case study describes how the Peruvian Cancer Foundation re-energised its annual fund-raising campaign to collect money for children with cancer.

Case Study

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.

Case Study

This case study describes how Peru's Ministry of Foreign Trade and Tourism (MINCETUR) used a national search to find the kindest Peruvian to boost tourism and encourage return visits to the country.

Case Study

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

Case Study

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that produced drinking water from the air in order to attract students to its 2013 intake.

Case Study

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that improved air quality on the construction site of its new campus, to help attract students to its 2014 intake.

Case Study

This case study describes how the Peruvian Cancer Foundation's fundraising drive, Ponle Corazón (Put Your Heart into It), which aims to raise money for children with terminal cancer, found a new way to engage with the country and reverse a downward slide in donations.

Case Study

This campaign boosted admissions at a Peruvian engineering university with an innovative billboard.

Research Paper

This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.

Case Study

This national brand identity campaign promoted Peru as a modern, innovative place to the Peruvian people themselves (who were often down on their own country) and encouraged them to buy locally-produced goods.

Case Study

This case study describes how the Peruvian edition of El Bocón, a South American sports newspaper, published an issue without any soccer news to campaign against the problems of violence associated with the sport.

Article

International sports sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners.

Article

This presentation provides an overview of the media landscape and consumer-response in Latin America (LatAm) and highlights the importance of context, relevance and attention in media planning.

Research Paper

This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru.

Case Study

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

Case Study

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

Research Paper

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.

Research Paper

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico.

Research Paper

This paper shows the market strategy of aiming at the highest income population rather than the mass population ignores tremendous opportunities for entrepreneurial growth existing in developing countries, particularly Latin American countries.

Research Paper

Advergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers.