Group Monge: "Mom comes first": A meaningful campaign to praise mothers

This case study describes how Grupo Monge, a leading, family-owned retailer of consumer electronics, household appliances and furniture in Central America, started a social movement in Costa Rica - while increasing its brand awareness ahead of Mother's Day.

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 da

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