Latin America

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

Satellite broadcast provider DIRECTV used data from social media to connect audiences in Colombia with its OTT service and increase use of the platform during the Copa América.

National Registry of Colombia: #NoDejesAColombiaEnVisto – #DontLeaveColombiaUnread

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

The National Registry of Colombia used traditional mass media, live events and social media to boost voter participation among young people in the Presidential and Congressional elections in Colombia.

Listerine: Tartar Control Zero Alcohol

Case Study • UM, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oral care brand Listerine relaunched itself as alcohol-free mouthwash leader in Colombia with a cross-media strategy focused on mobile.

H&M: Opening H&M Colombia

Case Study • UM, WARC Media Awards, Entrant, Effective Channel Integration, 2019

H&M focused on digital to raise awareness of its brand and attract footfall for the opening of its first store in Colombia.

Mastercard: Not Only Tuesday

Case Study • IPG Mediabrands, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Financial services brand Mastercard created a gastronomy-based promotion to increase transactions and raise awareness of its offer in Colombia.

Arcos Dorados Comercio de Alimentos Ltda: FriesList

Case Study • MMA Smarties, Gold, X (Global), 2019

McDonald's, the fast food chain, increased sales across Latin America by launching a campaign in partnership with Spotify, which enabled consumers to unlock special playlists using their fries.

Colombian Ministry of Information and Communications Technology: My Line

Case Study • Account Planning Group - (UK), Entrant, 2019

The Colombian Ministry of Communications & Technology, the national executive ministry of the Government of Colombia, launched a project that enabled even the most rural parts of Columbia to have access to information on the internet.

Lubriderm: Swimming against the current

Case Study • MMA Smarties, Finalist, LATAM, 2019

Lubriderm, a personal care brand, launched a 360 campaign that engaged Columbian consumers across traditional and social media platforms, teaching them about its products, thus increasing sales and brand awareness.

Listerine: Bring back the recovery track

Case Study • MMA Smarties, Finalist, LATAM, 2019

Listerine, a mouthwash brand, launched a data-driven social media campaign that increased Columbian consumers' awareness for the brand and, consequently, the brand's sales.

Selling Beefeater through Rappi

Case Study • MMA Smarties, Finalist, LATAM, 2019

Beefeater, an alcoholic drinks brand, used geotargeting technology to increase sales in Colombia.

Ministry of Mobility: The power of cone-versions

Case Study • Ivan Moreno, WARC Awards, Entrant, Effective Content Strategy, 2019

The Ministry of Mobility of Bogotá launched a didactic campaign to make citizens aware of an on-street parking issue and its impact on the city's mobility.

Latam Travel: The Pocket Travel Pal

Case Study • Initiative, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Travel brand Latam used an awareness-raising mobile strategy in Colombia to highlight that attention at point of sale offers the best way to customise travel recommendations.

Colombian Ministry of Information and Communications Technology: My Line

Case Study • Juan Pablo García, Charlie Snow, Jane Dorsett, Carlos Andrés Rodríguez, WARC Awards, Gold, Effective Innovation, 2019

The Ministry of Technology and Communications (MinTIC) in Colombia ran a simple but effective campaign that successfully provided 99.3% of Colombians with access to the internet.

Mobil: Los Corredor

Rankings • WARC Media 100, 2019

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

Bluradio: The Game That Never Was

Rankings • WARC Media 100, 2019

Bluradio, a Colombian radio station, used clips from other matches to create a memorial to a Brazilian football team lost in a place crash.

Interior Ministry: Blank Messages

Rankings • WARC Media 100, 2019

The Colombian Interior Ministry, part of the Colombian Government, highlighted the problem of domestic abuse and gave women a safe way to report abuse.

Natural History Museum: Deforested Bones

Rankings • WARC Media 100, 2019

The National University of Colombia's Natural History Museum raised awareness of deforestation across the country in this hard-hitting exhibition.

Colombian Red Cross: From social network to donor network

Rankings • WARC Effective 100, 2019

The Colombian Red Cross, a humanitarian organisation, created the first online blood bank on Facebook to access potential donors and encourage donations.

Avianca: #Gracias

Rankings • WARC Effective 100, 2019

Avianca, the Colombian airline, thanked customers for their loyalty and support by showing its gratitude.

Gen Cero: T-shirts that feed

Rankings • WARC Effective 100, 2019

Gen Cero, a Colombian foundation to eliminate child hunger, challenged young people to volunteer and donate through fashion.

Vive Digital Program: My Line

Rankings • WARC Creative 100, 2019

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.

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%.

Mastercard: No sólo los Martes

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.

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.