Group Monge: "Mom comes first": A meaningful campaign to praise mothers

This case study describes how Grupo Monge, a leading, family-owned retailer of consumer electronics, household appliances and furniture in Central America, started a social movement in Costa Rica - while increasing its brand awareness ahead of Mother's Day.

Group Monge: "Mom comes first": A meaningful campaign to praise mothers

Agency: Havas Tribu

Objectives

Our objective was to get hold of the Mother's Day celebration in Costa Rica. Therefore, it was essential to become the flag bearer for this special day thanks to a strong message allowing us to achieve a very high top of mind awareness* during the hi