Latin America

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

Sodimac, a Chilean home improvement warehouse, increased its sales in Peru by taking over 15km worth of billboards on a busy highway to the beach, during summer.

UTEC – The University of Engineering and Technology: Lifehackers

Case Study • Andrea Pagador, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

BBVA: The Concert No One Was Waiting For

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

PROMPERÚ: How to grow a tourist destination in an unstable economy?

Case Study • SABRE Awards, Winner, LATAM, Media Relations, 2017

PROMPERÚ, the Commission for the Promotion of Peru for Exports and Tourism, successfully increased tourism rates in Peru from across Latin America, by deploying an experiential and influencer driven campaign.

Consejo nacional de la competitividad (CNC): Organizational strengthening and survival

Case Study • SABRE Awards, Certificate of excellence, LATAM, Public Sector/Government, 2017

The National Council for Promotion of Competitiveness (CNC), a government agency that seeks to promote public and private sector initiatives, was able to raise public awareness and secure future Peruvian government backing through an intense promotional campaign.

Wong Asia: The Power of Optimism

Case Study • Marco Antonio Merino, Gloria Herrera, Max Gutierrez et al, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study explains how Wong Asia, a supermarket in Peru, responded quickly to maintain its reputation after a store burnt down.

Everlast Peru: Catcalling your mom

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study details a campaign by the sportswear manufacturer Everlast in Peru to increase penetration, and aligning the brand with the struggle for women's equality.

New consumerism: branding and the Latin American middle class

Research Paper • Alejandro Tanco and Steve August, ESOMAR, Latin America, April 2016

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

University of Engineering and Technology Admissions 2016: Plant Lamp

Case Study • Humberto Polar, WARC Prize for Innovation, Gold, 2016

This case study describes how UTEC, the University of Engineering and Technology in Peru, created lamps running on plants to raise the profile of engineering and encourage more people to apply to study with them.

UVK Theaters: Film - 'Actors' (Peru)

Gunn Report • Gunn Creative, 2016

Contains the film creative 'Actors' for UVK Theaters by the agency Y&R Lima in Peru.

Coca-Cola: Happy ID

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.

Peruvian Cancer Foundation: Searching for hearts

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Peruvian Cancer Foundation re-energised its annual fund-raising campaign to collect money for children with cancer.

Promart: Film - 'Postmodern Homelistic Art' (Peru)

Gunn Report • Gunn Creative, 2015

Contains the film creative 'Postmodern Homelistic Art' for Promart by the agency Fahrenheit DDB in Peru.

The Kindest Peruvian

Case Study • Gloria Herrera, Luis Uchima and Humberto Polar, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Peru's Ministry of Foreign Trade and Tourism (MINCETUR) used a national search to find the kindest Peruvian to boost tourism and encourage return visits to the country.

Toyota Daihatsu: The most important is not appearances, but giving the clients what they need

Case Study • Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

Ponle Corazón: Searching for hearts

Case Study • Gloria Herrera, Humberto Polar and Victor Velez, WARC Prize for Innovation, Silver, 2014

This case study describes how the Peruvian Cancer Foundation's fundraising drive, Ponle CorazÃ³n (Put Your Heart into It), which aims to raise money for children with terminal cancer, found a new way to engage with the country and reverse a downward slide in donations.

The University of Engineering and Technology Admissions 2014: 1200 trees-like purifying billboard

Case Study • Humberto Polar, WARC Prize for Innovation, Silver, 2014

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that improved air quality on the construction site of its new campus, to help attract students to its 2014 intake.

The University of Engineering and Technology Admissions 2013: Potable water generator

Case Study • Humberto Polar, Juan Donalisio and Gloria Herrera, WARC Prize for Innovation, Gold and Technology-led Innovation Award, 2014

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that produced drinking water from the air in order to attract students to its 2013 intake.

The University of Engineering and Technology: Potable Water Generator

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign boosted admissions at a Peruvian engineering university with an innovative billboard.

Promart Homecenter: Film - 'The Perfect Daughter' (Peru)

Gunn Report • Gunn Creative, 2014

Contains the film creative 'The Perfect Daughter' for Promart Homecenter by the agency Fahrenheit DDB in Peru.

La Tinka Lottery: Print - 'Directory', 'Jet' and 'Jewellery' (Peru)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Directory', 'Jet' and 'Jewellery' for La Tinka Lottery by the agency Publicis Peru in Peru.

Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima

Research Paper • Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013

This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.

El Bocón: Empty Pages

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2013

This case study describes how the Peruvian edition of El Bocón, a South American sports newspaper, published an issue without any soccer news to campaign against the problems of violence associated with the sport.

PromPerú: From Peru for Peru

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2013

This national brand identity campaign promoted Peru as a modern, innovative place to the Peruvian people themselves (who were often down on their own country) and encouraged them to buy locally-produced goods.

UTEC: All Gunns Blazing campaign video - 'Potable Water Generator' (Peru)

Gunn Report • Gunn Creative, 2013

Contains the campaign video of 'Potable Water Generator' for UTEC by the agency Mayo Draftfcb in Peru.

Global Ad Trends, January 2018: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
M&M's: For the sake of M&M's, do not watch Game of Thrones!

Case Study • Brian Crotty, Cassiano Oliva, Juliana Melo, Thabata Hidalgo et al., WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2017

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.
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.
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.
Digital cosmetic transformation: How digital technologies can transform direct selling in the beauty industry

Research Paper • Urpi Torrado, Patricia Grisolle and Luis Noriega, ESOMAR, Latin America, April 2017

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.
OREO: Play with OREO

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.