Latin America

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Ministry of Communications & Technology: My Line by MullenLowe SSP3

Gunn Report • Gunn Insights, July 2018

In Colombia, the Ministry of Communications & Technology launched a project that enabled even the most rural parts of its country to have access to information on the internet.

How Pernod Ricard incentivised an online community

News • 04 May 2018

BOGOTÁ: Pernod Ricard, the drinks business, gathered a wealth of information from an online community in Colombia, and attributed part of that success to a program of incentives that encouraged participants to complete a range of tasks.

The challenge of getting insights for a country brand: The power of the innermost and predictable asset of Colombia

Research Paper • Pedro Fernández and Laura Catalina Gómez, ESOMAR, Latin America, 2018

ProColombia, the Colombian International Promotion Organisation, wanted to surpass the negative perception and misconceptions over the country's safety.

Beyond lifestyles, trends and drinks: How Pernod Ricard created new ways of developing online communities

Research Paper • Andrea Ascarrunz and Maria Alejandra Velandia, ESOMAR, Latin America, 2018

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.

PepsiCo's PEPFlix: Selling to mom and pop customers using AI

Research Paper • Javier Cohenar, ESOMAR, Latin America, 2018

Discusses how PepsiCo, a multinational food, snack, and beverage corporation, developed PEPFlix, an internal analytics platform in Colombia, and provides key learnings behind its implementation, with special emphasis on AI and machine learning in a consumer goods company.

The Colombian Ministry of Environment and Sustainable Development: Flora For Fauna

Case Study • PMAA Dragons of Asia, Blue Dragon, Best in Hong Kong

The Colombian Ministry of Environment and Sustainable Development reduced Chinese global consumption of wildlife-based aphrodisiacs by offering a sustainable alternative.

Avianca: Avianca Última Hora

Case Study • Direct Marketing Association - US, Gold, Best Customer-Centric Campaign, 2017

Avianca, the South American airline, successfully managed its PR crisis by developing a client-centric strategy to mitigate brand damage in Colombia.

Fruco: The Tomatina

Case Study • MMA Smarties, Finalist, LATAM, 2017

Fruco Ketchup used gaming to connect with the millennial consumer segment in Columbia.

Knorr: SABI, the Chef Bot

Case Study • MMA Smarties, Finalist, LATAM, 2017

Food and beverage brand Knorr reached out to a new consumer segment (the millennials) in Columbia by creating a chef bot, the first of its kind in Latin America.

Dove Men: The Irritation Meter

Case Study • MMA Smarties, Finalist, LATAM, 2017

Deodorant brand Dove Men teamed up with Spotify in Colombia to create an online engagement.

Diageo: Turn up the heat by Johnnie Walker Red

Case Study • MMA Smarties, Mobile Booster Winner, LATAM, 2017

Scotch whisky brand Johnnie Walker Red used data services and mobile technology to reach out to millennial consumers, increase its social media reach and grow sales in Columbia.

Avianca's Carla Chatbot

Case Study • MMA Smarties, Finalist, 2017

This case study explains how Accenture Interactive, a customer experience brand, helped Avianca, the national Colombian airline, enhance relations with clients by creating a chatbot, Carla.

The four moments of experience: Streamlining the process of packaging development

Research Paper • Alejandro Salgado-Montejo, Carlos Velasco, Luis Ariza, Rodrigo Salgado and Ana María Moreno, ESOMAR, Congress, 2017

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

National Ministry of Education: The Bulletpen

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

This case study explains how the Colombian Ministry of Education created a symbol for Colombia's move to peace, and the future possibilities it offered, following the end of the conflict with the country's FARC rebels.

EPM: Sunhats

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

This case study shows how EPM, a public services company, created a solar power harvesting hat that could provide electricity to remote areas in Colombia, thus increasing brand visibility.

Natalia Ponce De Leon Foundation: The Last Mask

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness for Good, Creative Effectiveness Lions, 2017

This case study shows how the Natalia Ponce de Leon Foundation, a non-profit organisation, successfully pushed for governmental change towards the prosecution of acid attacks perpetrators, by developing a social awareness campaign in Colombia.

Pepsi: Redefining the routine soap opera

Case Study • Andrés Victoria, Jose Luis Silva, Daniel Álvarez, Javier Jimenez et al., WARC Awards, Entrant, Effective Content Strategy, 2017

This case study describes how soft drink brand Pepsi created a digital soap opera to build brand love and grow in Colombia.

Cocktails, spirits … and all those in between! Digital path to purchase in the liquor and spirits industry

Research Paper • Maria Alejandra Velandia and Gabriela Parias Rojas, ESOMAR, Latin America, April 2017

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Successful snacks and shopper insights: Reaching value creation strategies for value-destroying segments

Research Paper • Juan Pablo García and Jorge Andrés Mendez, ESOMAR, Latin America, April 2017

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

ADA: Tinder pet: A real match for life

Case Study • Case Studies on WARC, 2016

This case study describes how the Animal Defenders Association (ADA) in Colombia used Tinder, the mobile dating app, to drive adoption of its abandoned cats and dogs.

Todo sí: How Masglo positioned its brand saying yes to all woman

Case Study • Laura Rojas Aponte, Melissa Kattah and Paula Gonzalez, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Men Free Banner

Case Study • Case Studies on WARC, 2016

Ministerio del Interior, a ministry responsible for policing and national security, created a video web banner campaign for women to tackle servile marriages and gender violence in Columbia.

National Police of Colombia: The anti robbery course given by thieves

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study details the Colombian Police campaign to reduce robberies at Christmas by creating guides on how to avoid thieves, created by real thieves.

Colombia’s Ministry of Environment and Sustainable Development: Terribly delicious and priceless weapons initiative

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study looks at a campaign from Colombia's Ministry of Environment and Sustainable Development to reduce the destructive lionfish population, by growing the perception of it as a trendy dish, thereby increasing demand.

Coca-Cola: The real ice cold Coca-Cola

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Coca-Cola used an innovative product redesign to drive user-generated content relating to the brand.

Global Ad Trends, January 2018: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
M&M's: For the sake of M&M's, do not watch Game of Thrones!

Case Study • Brian Crotty, Cassiano Oliva, Juliana Melo, Thabata Hidalgo et al., WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2017

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.
The four moments of experience: Streamlining the process of packaging development

Research Paper • Alejandro Salgado-Montejo, Carlos Velasco, Luis Ariza, Rodrigo Salgado and Ana María Moreno, ESOMAR, Congress, 2017

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.
Doritos: Mystery – Challenging a Generation

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2017

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.
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.
OREO: Play with OREO

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.