Latin America

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

Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.

Johnson's Baby: Choose Gentle

Case Study • Paulina Ballina Zarco, Victoria Iviglia, Samantha Jocelyn Gonzalez, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Multinational Johnson & Johnson used a mobile-first strategy to relaunch its Baby line in Mexico.

Tourism Québec: Born to Let Go

Case Study • Hearts & Science Montreal, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Tourism Quebec harnessed the power of data to inspire travellers from abroad to visit the province.

Qualitative fast track: A new rapid-response business model allows completion of the full investigation journey for an internal client in just four days

Research Paper • José Antonio Noriega and Mark Montgomery-Reid, ESOMAR, Fusion, 2019

Introduces the Fast Track Model, a qualitative research model of rapid response, developed for Citibanamex in Mexico, which allows the completion of the full investigative journey for any existing client within four days.

Enel: Energy Connects Us

Case Study • SABRE Awards, LATAM, Diamond, 2019

Enel Green Power, an energy-generating company, increased favourability in Mexico by constructing solar and wind farms to educate and engage key opinion leaders.

AMDEE: OAXACA AMDEE FUND

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

The Mexican Association of Wind Energy (AMDEE), a company that promotes the generation and development of wind energy in Mexico, improved its perception among Mexicans by launching a series of initiatives that helped people prepare for and deal with natural disasters.

Edelman Mexico: Casa Ofrenda

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2019

Booking.com, a travel fare aggregator website, raised brand awareness in Mexico by launching accommodation based on the Day of the Dead, to encourage booking of trips within Mexico on its site.

Huawei: Artificial Intelligence and Mexican Talent Combine to Finish Schubert’s Symphony

Case Study • SABRE Awards, LATAM, Diamond, 2019

Huawei, a telecommunications brand, completed Schubert's famous Unfinished Symphony using AI technology in its new smartphone and launched a concert in Mexico City to connect with Mexican consumers.

Grupo Modelo AB InBev - Cerveza Victoria, MediaCom, Anónimo, KTBO, Media Monks: Pasarela Mictlán

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

Victoria, a Mexican beer brand, promoted local traditions by celebrating Day of the Dead through a short film that portrayed the origins of the celebration in Mexico.

Secretaria Del Trabajo Y Previsión Social De México: Youth Building the Future

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

Youth Building the Future, a social inclusion program, promoted its program in Mexico by creating information guides and brochures to provide necessary information for people interested in signing up.

Reinserta Foundation: Reinserta Invisible Children

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2019

Reinserta, a charity that fights for the rights of children living in prison, encouraged the implementation of the National Law of Criminal Enforcement in Mexico to protect children growing up inside prisons.

Airbnb: Vive el Arte (Live Mexican Art)

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2019

Airbnb, an online marketplace for homestays, inspired Mexicans to explore their country's culture by hosting a competition to access old homes and museums of famous artists.

Mobile device addiction strikes Mexico

News • 07 October 2019

More teens in Mexico feel distracted and “addicted” to their mobile devices than their counterparts in the US, Japan and the UK, according to a new academic study.

MINISO: Waze, Dónde están los peluches? #MinisoEffect

Case Study • MMA Smarties, Bronze, LATAM, 2019

Miniso, a Chinese retail brand, partnered with influencers and a digital geolocation app to stage the disappearance of one of its famous products in order to successfully increase brand awareness and engagement in Mexico.

Johnson's Baby: Choose Gentle

Case Study • MMA Smarties, Finalist, LATAM, 2019

Johnson's Baby, a cosmetics and skincare brand, successfully increased sales by relaunching its rebranded haircare products using a multi-platform campaign in Mexico.

Burger King Mexico/Global: The Traffic Jam Whopper

Case Study • MMA Smarties, Best in Show, LATAM, 2019

Burger King, the fast-food brand, launched a campaign that allowed users to order burgers while waiting in traffic, thus increasing brand sales in Mexico.

McDonald's Mexico: McNuggetear

Case Study • MMA Smarties, Finalist, LATAM, 2019

McDonald's, a fast-food brand, launched the 'McNuggetear' social media challenge, which asked Mexican consumers to show how they ate their McNuggets, hence increasing brand engagement and sales.

Adsmovil: Carl's Jr. – You see it you get it

Case Study • MMA Smarties, Bronze, LATAM, 2019

Carl's Jr., a restaurant brand, used geolocation technology to engage users and present them with the closest restaurant branch, thus increasing sales in Mexico.

Giving control of your history to participants: Spontaneity-driven experiences to transform facts into a meaningful and vivid story

Research Paper • Ángeles Rodríguez, Daniel Cárdenas and Elisa Romo, ESOMAR, Congress, 2019

Corona, a beer brand, created a relevant story to tell in Mexico through launching an interactive museum that encouraged participants to make their own stories.

Proximo Spirits: Hangar 1 Fog Point

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Hangar 1, a vodka brand, successfully increased sales in the US by uncovering different flavours of its vodka based on what water was captured in the making process, allowing it to be marketed as a collector’s vodka.

How Burger King is pushing the boundaries of delivery

Article • Chiara Manco, WARC Exclusive, June 2019

With food delivery becoming an increasingly important aspect of the QSR business, Burger King set out to “stress test” what it could do with delivery in Mexico.

TNT: #GuerraDeMemesTNT

Case Study • Dante Levi Bautista, WARC Awards, Entrant, Effective Content Strategy, 2019

Mexican TV channel TNT used a Facebook live stream and social media content to increase viewership of its Academy Awards coverage.

Tic Tac: Twist it!

Case Study • Juan Carlos Guerrero, Antonio Lozano, Ulises Urdapilleta, Rosa Vera, WARC Awards, Entrant, Effective Content Strategy, 2019

Confectionery brand Tic Tac used social media and digital ads to launch a new flavour targeting millennials in Mexico.

Twitter and its Conversational Context: Towards a rich and relevant brand content

Research Paper • Angel Heredia Chía, Omar Schoijet and Ana Victoria Garcia, ESOMAR, Latin America, 2019

Twitter, a social networking service, detected the most relevant conversations held on its platform over the course of a year in Mexico to uncover user insight.

Grupo Modelo: Anonymous

Rankings • WARC Media 100, 2019

Grupo Modelo, a Mexican beer manufacturer, engaged its consumers by becoming ‘hacked’ by the group Anonymous.