Latin America

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Silver, Effective Social Strategy, 2020

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

Aguila: Abuse Disclaimers

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Entrant, Effective Social Strategy, 2020

Beer brand Cerveza Aguila repurposed its TV and radio health disclaimers to raise awareness of the dangers of excessive alcohol consumption and alcohol-fuelled violence on International Women's Day in Colombia.

Almacenes Éxito: Wednesday without VAT - The day a national strike became a promo

Rankings • WARC Effective 100, 2020

Almacenes Éxito, a retailer, increased sales and purchase frequency by siding with consumers to protest rising taxes in Colombia.

Cerveza Poker: WhatsApp Friends

Rankings • WARC Effective 100, 2020

Cerveza Poker, the beer brand, increased sales in Colombia by creating friendships with bots over WhatsApp.

Museo de Arte Moderno de Bogotá (MAMBO): The MAMBO is leased

Rankings • WARC Effective 100, 2020

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Vive Digital Program: My Line

Rankings • WARC Creative 100, 2020

In Colombia, the Ministry of Communications & Technology launched a project that enabled even the most rural parts of its country to have access to information on the internet.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • Case Studies on WARC, 2018

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Cerveza Poker: WhatsApp Friends

Case Study • Case Studies on WARC, 2018

Beer brand Poker reversed declining sales in Colombia through a WhatsApp promotion which strengthened its position as a drink that is best enjoyed with friends.

Almacenes Éxito: Wednesdays Without VAT

Case Study • Case Studies on WARC, 2018

Retailer Almacenes Éxito increased sales and purchase frequency by siding with consumers in a protest against rising taxes in Colombia.

Latam Airlines: The Traffic Flight

Case Study • Diana Velásquez, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Latam Airlines partnered with a GPS navigation platform to raise awareness and build brand relevance in Colombia.

National Registry of Colombia: #NoDejesAColombiaEnVisto – #DontLeaveColombiaUnread

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

The National Registry of Colombia used traditional mass media, live events and social media to boost voter participation among young people in the Presidential and Congressional elections in Colombia.

DirecTV GO: The House of Soccer

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

Satellite broadcast provider DIRECTV used data from social media to connect audiences in Colombia with its OTT service and increase use of the platform during the Copa América.

TNT: The M-commercast, by Turner & Rappi

Case Study • Carlos Casas, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Broadcaster TNT focused on the Oscars and created a digital ecosystem in Colombia to regain its position as entertainment leader.

Virgin Mobile: Virgin made you feel the service like stars

Case Study • Camila Carrillo, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Virgin Mobile launched a radio takeover to stand out from competitors in Colombia.

Neutrogena: Hydro Boost

Case Study • UM, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Skincare brand Neutrogena carried out an influencer marketing campaign via social media to launch its Hydro-Boost line of products in Colombia.

H&M: Opening H&M Colombia

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

H&M focused on digital to raise awareness of its brand and attract footfall for the opening of its first store in Colombia.

Mastercard: Not Only Tuesday

Case Study • IPG Mediabrands, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Financial services brand Mastercard created a gastronomy-based promotion to increase transactions and raise awareness of its offer in Colombia.

Listerine: Tartar Control Zero Alcohol

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

Oral care brand Listerine relaunched itself as alcohol-free mouthwash leader in Colombia with a cross-media strategy focused on mobile.

Arcos Dorados Comercio de Alimentos Ltda: FriesList

Case Study • MMA Smarties, Gold, X (Global), 2019

McDonald's, the fast food chain, increased sales across Latin America by launching a campaign in partnership with Spotify, which enabled consumers to unlock special playlists using their fries.

Colombian Ministry of Information and Communications Technology: My Line

Case Study • Account Planning Group - (UK), Entrant, 2019

The Colombian Ministry of Communications & Technology, the national executive ministry of the Government of Colombia, launched a project that enabled even the most rural parts of Columbia to have access to information on the internet.

Listerine: Bring back the recovery track

Case Study • MMA Smarties, Finalist, LATAM, 2019

Listerine, a mouthwash brand, launched a data-driven social media campaign that increased Columbian consumers' awareness for the brand and, consequently, the brand's sales.

Lubriderm: Swimming against the current

Case Study • MMA Smarties, Finalist, LATAM, 2019

Lubriderm, a personal care brand, launched a 360 campaign that engaged Columbian consumers across traditional and social media platforms, teaching them about its products, thus increasing sales and brand awareness.

Selling Beefeater through Rappi

Case Study • MMA Smarties, Finalist, LATAM, 2019

Beefeater, an alcoholic drinks brand, used geotargeting technology to increase sales in Colombia.

Ministry of Mobility: The power of cone-versions

Case Study • Ivan Moreno, WARC Awards, Entrant, Effective Content Strategy, 2019

The Ministry of Mobility of Bogotá launched a didactic campaign to make citizens aware of an on-street parking issue and its impact on the city's mobility.

Latam Travel: The Pocket Travel Pal

Case Study • Initiative, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Travel brand Latam used an awareness-raising mobile strategy in Colombia to highlight that attention at point of sale offers the best way to customise travel recommendations.