Advertising best practice, evidence and insights

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.

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.

Cerveza Victoria: The Awesome Is Here

Rankings • WARC Media 100, 2019

Cerveza Victoria, the beer brand, increased sales by taking a stand against the discrimination of people of colour in Mexico.

Behind the Media 100 Rankings: Cerveza Victoria reminded Mexicans it’s about loving who you are

Rankings • Axel Aldana Lobo, Rankings Articles, March 2019

Cerveza Victoria’s “Lo Chingón Está Aquí”, ranked third in the Media 100 rankings, persuaded Mexicans to reassess racial stereotypes.

Tecate: You need to see more Bax

Rankings • WARC Effective 100, 2019

Tecate, a beer brand owned by Heineken, collaborated with Sylvester Stallone to increase the success of its boxing sponsorship in Mexico.

Innovating for Growth

Article • Tom Pattinson, WPP Atticus Awards, Merit, 2018

Kantar Worldpanel, an international company dealing in consumer knowledge and insights, highlights what drives category growth, with surprising results in the respect that so few innovations attract new category buyers.

RAM Pro Master: Rapid Your Business Partner

Case Study • Marco Cordero, Yuridia Ruiz, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Automotive brand RAM launched a new small van model in Mexico by appealing to small business owners.

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.

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.

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.

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.