Latin America

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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.

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.

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.

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.

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.

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.

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.

Avianca: #Gracias

Rankings • WARC Effective 100, 2019

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

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.

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.

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.

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.

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.

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.

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.

Colombian Red Cross: From social network to donor network

Case Study • Case Studies on WARC, 2017

Colombian Red Cross, the humanitarian organisation, ran a social media campaign that increased the size of its donor base.

Avianca: #Gracias

Case Study • Case Studies on WARC, 2017

Colombian airline Avianca regained consumers' trust after a disruptive strike by publicly thanking and rewarding them for their patience.

Gen Cero: T-shirts that feed

Case Study • Case Studies on WARC, 2017

Colombian non-profit Fundación Éxito reinvigorated its programme against child malnutrition by offering people an easy way to donate and be recognised for their good action.

Manzana: Individual for two

Case Study • Case Studies on WARC, 2017

Soda brand Manzana Postobón grew in relevance and brand power by tackling the issue of food waste in Colombia.

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.