The Challenge
Telcel, the largest telecommunications company in Latin America, was launching in the USA for the first time. Despite dominating the Latin American market, they lacked brand awareness in the US.
The Target
We launched their first U.S. campaign targeting Millennials, Gen Xers, and Gen Zers, focusing on English and Spanish-dominant Latinos.
Multi-Platform Campaign
The multi-platform campaign included a robust mix of digital, video, radio, social media, outdoor advertising (including train station takeovers), and events. We specifically targeted US/Mexico border markets and orchestrated multiple events nationwide to boost brand awareness and drive activations, resulting in a significant increase in new sign-ups.
Results
The "Without Borders" campaign delivered double-digit growth in gross additions (new subscriptions), surpassing the client’s goals.
Sneeze Catchers
KLEENEX
The Challenge
Our goal was to defend and grow market share, reclaiming the #1 position in the facial tissue market. Research revealed that many people were using toilet paper or napkins to blow their noses. We needed to convince Moms that using facial tissue, specifically our Client’s brand with its special sneeze shield, was the only way to contain a sneeze. We communicated the unique brand benefit in a fun and unexpected way, enlisting children to help. The program transformed kids into Superheroes, empowering them to stop and contain sneezes as “Certified Sneeze Catchers.”
The Backbone of the Idea
We aimed to empower and enable kids to advocate for our Client’s Brand, educating friends, family, and classmates about the protective sneeze shield, and establishing the Brand as superior to other substitutes.
Core Engagement Mechanism
We recruited Moms and their kids to become “Certified Sneeze Catchers.” Through strategic partnerships, we collaborated with schools across the US.
We developed a 360-degree Integrated Platform that included Broadcast, Digital, Social, Retail (Shopper Marketing), and Promotions. A dedicated website and Facebook page were created to drive store traffic and encourage kids to sign up as “Certified Sneeze Catchers.” Upon registration, kids received Superhero kits containing a mask, cape, and a “Sneeze Catcher” badge. These kits and accompanying information helped kids, their families, and their classrooms catch sneezes, keeping germs off their hands.
Results
Sales increased within the first three months, with market share growing by +4.3%. This significant rise in nationwide sales surpassed all goals in a relatively short period.
