Latin America

Excella Gold: Fun Waze to learn: Nestlé Excella Gold case

Case Study • MMA Smarties, Gold, LATAM, 2018

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

BP: Say Hello to BP – Waze case

Case Study • MMA Smarties, Bronze, LATAM, 2018

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Indio: Indio Vive Latino Fest 2018 + Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Indio, a beer brand, expanded its partnership with the Vive Latino music festival in Mexico by doing creative activations that could enhance the experience of their audience before and after the festival.

Nestlé: Excella Gold Short Audio-Musical Stories in Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Pirelli: Selling Tires Through Smartphones

Case Study • MMA Smarties, Bronze, LATAM, 2018

Pirelli, a tyre brand, launched a mobile targeted campaign in Mexico to promote its tyres through geolocation tracking to reach its target audience.

Gen Z: Redefining authority

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

The Value of Machine Learning in Privacy: Results-oriented machine learning solution in securing PII data anonymisation

Research Paper • Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

Aeroméxico: A cell phone with more memory or more memories with friends and family?

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Michelob Ultra: Making Michelob Ultra famous in eight weeks

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Fortune of the Commons: Potentializing the power of the collective in research

Research Paper • Sofía Zacarías and Inés Cuevas, ESOMAR, Congress, 2018

Barcel Org, a confectionery and snack food brand, used qualitative ethnographic research to understand eating trends around a popular snack in Mexico to help it market its own snack products.

Banco Sabadell personal banking: Breaking paradigms

Case Study • SABRE Awards, Gold, LATAM, Financial/Capital Markets Communications, 2018

Banco Sabadell, a banking group, promoted its launch into personal banking in Mexico via press communications with a value over $800,000 Mexican pesos.

Equally Welcome: Marriott celebrates LGBT Pride

Case Study • SABRE Awards, Gold, LATAM, Cause-Related Marketing, 2018

Marriott, a hotel and lodging company, partnered with LGBT influencers to make every traveler feel welcome in a campaign spanning Latin America.

Goethe-Institut Mexiko: Dual Year Germany – Mexico, 2016–2017

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Research and Planning, 2018

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

Tequila Patron: Proudly Mexican

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (New Product), 2018

Tequila Patrón, a brand of premium tequila, promoted brand authenticity and was able to obtain vast media coverage of its collaboration with renowned Mexican director Guillermo del Toro.

Kaspersky Lab: Mission - Save the World

Case Study • SABRE Awards, Gold, LATAM, Crisis/Issues Management, 2018

Kaspersky Lab, a cybersecurity company, had to shield itself from allegations of spying by providing credible interviews with the CEO to the press in Mexico and Brazil.

Scotiabank: Raising Interest - A bank's journey toward increased visibility and trust

Case Study • SABRE Awards, Gold, LATAM, Financial & Professional Services, 2018

Scotiabank, a multinational bank, increased brand favourability and positive reputation by creating a five-year reputation strategy and increasing communication between spokespersons and employees.

Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Case Study • SABRE Awards, Gold, LATAM, Consumer Products/Services, 2018

Pedigree, a pet food brand, launched Adoptafest in Mexico to encourage the public to adopt a dog through a digital activation and influencer outreach.

Business Coordinating Council (CCE): Initiative Fuerza Mexico

Case Study • SABRE Awards, Gold, LATAM, Associations, 2018

The Business Coordinating Council (CCE), a private sector in Mexico, launched an initiative to help the victims of earthquakes in Mexico, which gathered big businesses to donate and distribute aid.

Ferrocarriles Suburbanos: Fashion Week Mexico at Tren Suburbano

Case Study • SABRE Awards, Gold, LATAM, Special Event/Sponsorship, 2018

Tren Suburbano, a Mexican public transport, promoted its transport in Mexico City by turning its station into a runway for fashion week.

KLM: The Art of Flying

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (Existing Product), 2018

KLM Royal Dutch Airlines, an airline brand, promoted its brand in Mexico City by launching an exhibit at Zona MACO, a Latin American art fair.

E6PR: A pioneering eco-friendly startup born out of an advertising agency

Article • Stephen Whiteside, Event Reports, Lessons from Cannes Lions, September 2018

E6PR, a pioneering company that manufactures eco-friendly six-pack rings for beer cans, was born from an advertising agency called We Believers.

Facebook's part in Mexico's fake news purge

News • 28 June 2018

MEXICO CITY: Showing it has learned from the misinformation campaigns that captured public attention in 2016, Facebook is determined to play its part in helping Mexico to run a free, fair, and truthful election.

Tecate Beer: Gender Violence

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Hangar 1 Fog Point

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

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.