Latin America

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The Chilean Government: Helping Chile defend its borders through strategic international political communications

Case Study • SABRE Awards, EMEA, Issues Management, Gold, 2019

The government of Chile launched an international political communications campaign to thwart Bolivia’s attempts in the International Court of Justice (ICJ) to gain access to the sea through Chile’s territory.

OMO: OMO Beacons

Case Study • Paula Vergara, WARC Awards, Entrant, Effective Innovation, 2019

OMO, a leading brand in detergents, increased in-store sales of its products in Chile by utilising geolocation technology to deliver relevant and contextual messages in real time via mobile apps.

Polla Chilena de Beneficencia: You are already a millionaire

Rankings • WARC Effective 100, 2019

Polla Chilena de Beneficencia, the state-owned gambling entity, connected to the Chilean people by showing them the value in everyday life.

Honda: Digital Out Of Home goes Programmatic in Chile!

Case Study • MMA Smarties, Silver, LATAM, 2018

Honda, an automotive brand, launched a mobile targeting campaign that sent out promotions to users when they were in a Honda branch or the branch of a competitor to increase sales in Chile.

Omo: OMO Beacons

Case Study • MMA Smarties, Finalist, LATAM, 2018

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Mobil 1: Captura La Bestia

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil 1, a brand of automotive lubrication products, increased the recall of the Mobil 1 brand using a Facebook chatbot in Chile.

70 Years LG Electronics

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Reputation Management, 2018

LG, an electronics company, became the most visualized brand in national media that was forged by its closer relationship with technology journalists in Chile.

CLINICA UC CHRISTUS: BARIçTRICA UC

Case Study • Direct Marketing Association - US, Runner Up, 2018

Red de Salud UC Christus, a network of clinics and hospitals in Chile, launched a 360 campaign to increase weight loss surgery in a competitive market, giving them a 279% increase in leads.

CMPC: MAX WIPE

Case Study • Direct Marketing Association - US, Runner Up, 2018

CMPC, a brand focused on B2B companies with a wide range of cleaning products, launched a set of videos to showcase three attributes of its product to B2B clients across different categories in Chile.

Shackleton: On Hold Music Band Live

Case Study • Direct Marketing Association - US, Bronze, 2018

Shackleton, an ad agency, did something different for Spanish and Chilean callers to the company at Christmas by playing live music for them during the otherwise mundane waiting time.

Generadoras de Chile: Un Futuro Eficiente y Sustentable

Case Study • SABRE Awards, Gold, LATAM, Industrial/Manufacturing, 2018

Generadoras de Chile, an organization that brings together the main generators of electricity in Chile, was able to educate citizens on the importance, value and benefits of electricity in their daily lives.

Visa: Confederations Cup – Turning the warm-up into a scoring opportunity

Case Study • Diana Lopes, Rob Sellars, WARC Awards, Entrant, Effective Content Strategy, 2018

Financial services company Visa employed a creative content strategy in Russia to drive relevance and distinction among a younger audience.

Loto Chile: You're Already a Millionaire

Case Study • Case Studies on WARC, 2018

Loto, a Chilean lottery company, drove sales and distinguished itself from its competition running a campaign that appealed to the values and emotions of a wide audience.

Viña Concha y Toro SA (Alcoholic drinks)

Article • Euromonitor Profiles, July 2017

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Oficina nacional de emergencia: ONEMI – A reputational rebirth

Case Study • SABRE Awards, Winner, LATAM, Public Sector Government and Reputation Management, 2017

The National Emergency Office (ONEMI), a government agency dedicated to the prevention and coordination of natural disasters, managed to turn around its declining public perception in Chile by deploying a positive PR campaign.

Puerto Ventanas: Open to the community

Case Study • SABRE Awards, Winner, LATAM, Industrial/Manufacturing, 2017

Puerto Ventanas, a private port in the central area of Chile, launched a transparency and community-focused campaign as a way to improve the public's perception of the brand.

Nescafe: Face to friends

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.

Dos En Uno Lollipop: Print - 'Bees', 'Rake' and 'Parrot' (Chile)

Rankings • WARC Creative 100, 2015

Contains the print creative 'Bees', 'Rake' and 'Parrot' for Dos En Uno Lollipop by the agency Prolam Y&R in Chile.

Unicef : Print - 'Weak', 'Fatty' and 'Nerd' (Chile)

Rankings • WARC Creative 100, 2015

Contains the print creative 'Weak', 'Fatty' and 'Nerd' for Unicef by the agency Prolam Y&R in Chile.

Unicef: Print - 'Dad 2' and 'Dad 1' (Chile)

Rankings • WARC Creative 100, 2015

Contains the print creative 'Dad 2' and 'Dad 1' for Unicef by the agency Ogilvy & Mather in Chile.

Sanfic: Film - 'Drama 1' (Chile)

Rankings • WARC Creative 100, 2015

Contains the film creative 'Drama 1' for Sanfic by the agency Wolf.BPP in Chile.

AXE: Young & Mature

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.

Unicef : Print - 'Drunk', 'Slut' and 'Dealer' (Chile)

Rankings • WARC Creative 100, 2014

Contains the print creative 'Drunk', 'Slut' and 'Dealer' for Unicef by the agency Prolam Y&R in Chile.

Rothhammer Beer: Print - 'Bikers', 'Duck Hunters' and 'Punks' (Chile)

Rankings • WARC Creative 100, 2014

Contains the print creative 'Bikers', 'Duck Hunters' and 'Punks' for Rothhammer Beer by the agency Prolam Y&R in Chile.

Rotthammer Beer: Print - 'Astronaut', 'Firefighter' and 'Presidents' (Chile)

Rankings • WARC Creative 100, 2013

Contains the print creative 'Astronaut', 'Firefighter' and 'Presidents' for Rotthammer Beer by the agency Prolam Y&R in Chile.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
Chevrolet: A new generation of cars for a new generation of drivers

Case Study • Arturo Velazquez, Evert Santiago, Lorena Garcia, Carla McCloskey et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet created five car marque ambassadors and a 360-degree campaign around them to update the brand and boost sales in Mexico.
Antarctica's Web Series: A new way in beer branded content

Case Study • João Gabriel Fernandes, David Gross, Mariana Corradi, Mariana Nobis, WARC Awards, Silver, Effective Content Strategy, 2018

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.
Building iconic brands: How to manage and position brands that are part of our heritage

Research Paper • Federico Barallobre and Sebastian Corzo, ESOMAR, Latin America, 2018

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.
Millennial lens: Deep-dive into much more than an age group

Research Paper • Constanza Cilley, ESOMAR, Latin America, 2018

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.