Latin America

Paceña: A successful co-branding with the Ministry of Cultures and Tourism

Case Study • Mateo Urquizo-Sarue, WARC Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

Pop art project: mobile phone design in Latin America

Research Paper • Andréa Lima, Paula Luz and Richardson Nelson, ESOMAR, Qualitative Research, Athens, October 2006

This paper explores Argentinean, Brazilian, Mexican and Venezuelan urban societies through an ethnographic approach.

When is perception reality? A regional study into perception and reality of using mobile devices

Research Paper • Karla Costa and Philip Rhodes, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

This paper discusses the 'perception and reality' of the concept of 'ease of use' in the context of mobile devices amongst Brazilian, Argentinean, Mexican and Colombian consumers and retailers.

Nokia Colors: from traditional to online product-testing

Research Paper • José Sosa, Iván Casas and Gonzalo Pena, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line.

The low income consumer - a growth opportunity

Research Paper • Ana Cláudia Hernandes Fioratti, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

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.

From perception to experience - a new approach to understand purchase experiences

Research Paper • Esteban Socorro and Fernando Moiguer, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

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

First experience of harmonized TV ratings in Latin America

Research Paper • Carlos Alberto Huaira Contreras, Boris Pauzer and Luisa Fernanda Hinojosa Streber, ESOMAR, Television Audience Conference, Cannes, June 2002, pp. 103-122

The harmonization criteria regarding TV measurement across countries is now a reality in Latin America with a pan-regional TV rating database in its first stage with Argentina, Brazil, Chile and Mexico audiences.