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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands