Latin America

Case Study • MMA Smarties, Finalist, LATAM, 2018

Mastercard, a multinational financial services corporation, increased market share in Columbia by launching targeted promotional deals when mobile users were near restaurants to combat the usual promotional Tuesday offerings from competitors.

Rexona: Fans moving heartbeats

Case Study • MMA Smarties, Finalist, LATAM, 2018

Rexona, a deodorant and antiperspirant brand, increased awareness of its Rexona Football Fanatics deodorant in Colombia by launching the heartbeat index, which measured fans' heartbeats as they watched their team play.

Registraduría Nacional de Colombia: Rompiendo la abstención en colombia

Case Study • MMA Smarties, Silver, LATAM, 2018

Registraduría Nacional de Colombia, the government agency of Colombia that collects and stores statistics on its citizens, promoted voting among Columbia’s youth to decrease abstention rates.

Listerine: When data brings out the bold

Case Study • MMA Smarties, Finalist, LATAM, 2018

Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2%.

ABInbev: Pony Malta

Case Study • MMA Smarties, Bronze, LATAM, 2018

ABInbev, a drink and brewing holdings company, connected with teens in Columbia using social media influencers to make customized branded content only generated as the result of engagement and interaction.

Lubricantes Mobil: Volviendo Whatsapp en un canal de TV

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil Delvac, a motor oil brand, reached out to Columbian transporters, owners and truck drivers on WhatsApp to increase brand awareness at its event.

The Magical Body Mirror: Linking personality, clothing preference and nonverbal cues to understand decision-making

Research Paper • Alejandro Salgado-Montejo, Ana María Moreno, Rodrigo Salgado, Daniela Greiffenstein and Jorge Alvarado, ESOMAR, Fusion, 2018

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Microsoft: United Against Cybercrime

Case Study • SABRE Awards, Gold, LATAM, Public Affairs/Government Relations, 2018

Microsoft, a multinational technology company, promoted its efforts to tackle cybercrime at an event that showed how the persecution of cybercrime begins the moment it is detected.

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.

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.

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.

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 • 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.

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.

Fruco: The Tomatina

Case Study • MMA Smarties, Finalist, LATAM, 2017

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

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.