From London to USA
Thanks to the beauty of tech, I'm freelancing from London for Ariadna US, a digital agency based in Miami
(the perfect mix for Latin+American brands) so Ariadna contacted me to join their team and create integrated campaigns for Amex, Meliá Hotels, KFC, Palace Resorts, among other clients for Canada, US & Latam markets.
This experience has given me plenty of life lessons:
1. Email, Skype and Whatsapp are my 24/7 friends.
2. Brainstorming works even from 84.000 miles away.
3. Some of the best ideas come from my dining table, coffee shops, restaurants, train journeys, so I try to make my office a different place every time.
4. I couldn't make it to the Xmas party or lunch meetings, but they keep inviting me :)
Amex
CHALLENGE: Amex needed to increase its database through an online campaign -in a way that didn't look like the boring questionnaire.
INSIGHT: Social networks have brought us hundreds of friends on Facebook, thousands of followers on Twitter... we became quite popular! But whom of those are your real friends?
IDEA: We gave users a good reason to provide their personal details.
Want to know who your real friends are? Amex will help you to discover them.
We created a platform to find out whom of those virtual friends were more connected to the user. [Through statistics, filters, and levels of engagement, the app provided a shortlist of friends].
Registration was mandatory to continue the process, so data capture felt natural. The user could reward his friends with the 2x1 Amex weekly deals offered on the website.
LANDING
Txt: Surely you have innumerable virtual friends?
Txt: Surely you have innumerable virtual friends?
Find out with Amex, whom of those are the true ones.
BANNER 1
Txt:
Your virtual friends are increasing every day. Your real ones too.Amex presents "Friends in the real world"
Join us to find out and reward your true friends with Amex.
BANNER 2
Txt:
Have you got innumerable virtual friends? Find out the ones you can count on.
Amex presents "Friends in the real world"
Reward your true friends with Amex.
Amex presents "Friends in the real world"
Reward your true friends with Amex.
Meliá Hotels
CHALLENGE: When promoting themselves, hotels and airlines tend to do the same. Picture of destination + discount.
It seems to work but it lacks a differential. Meliá Hotels wanted to disrupt in the category while inviting people to their hot destinations.
INSIGHT: Latinos make jokes about the skin color when someone hasn't been on holiday for a while, comparing the skin tone with different white objects like cheese, milk, paper, etc.
IDEA:
We didn't show any pictures of beaches, or cocktails either sunsets. Instead, cheese, eggs, paper, milk and other white objects took all the protagonism, asking our target a simple question:
-NEED A TAN?
People felt identified with the campaign and Meliá had a significant increase in online bookings.
Xmas Ariadna
CHALLENGE: To create the agency's Xmas card to our clients. (We aimed for more -proactive type).
INSIGHT: Christmas it's all about sharing. Digital too.
IDEA: In the digital world sharing means everything, what if we could share everything but in real life?
We invited our clients to take the "share" button out of the screen and take it into real life. We set the example by giving gifts to children in need, and sharing the video. In addition, we sent messages across different media to motivate the sharing.
Sharing a pic of your lunch is not really sharing.
Take the "share" button out into real life this Christmas
Sharing selfies? How ironic
Take the "share" button out into real life this Christmas
Sixt - Car Rental
CHALLENGE: To promote Sixt car rental in the US market.
INSIGHT: Not everyone drives a BMW; it’s a luxury. People will tend to wait to get a better job, save enough money, receive it as a hand-me-down, win the lottery, etc. And if they keep waiting, it could be years before they drive a BMW.
IDEA: With SIXT you can drive the sought-after BMW now! We encourage the target to drive a BMW now, with a little humor and using common clichés and situations that would lead to driving a BMW in the future.
Left behind on the side of the road, are all those things that could have led us to drive a BMW, but that are not longer necessary thanks to SIXT.
Aeropost - Online Retailer
CHALLENGE: Communicating that Aeropost offers the largest selection of products.
To increase traffic and sales on AEROPOST website.
INSIGHT: When people want to buy online, the first thing they do is to Google.
Searches on Google are a funny thing, even absurd. Every time you start typing something, suggesting searches appear giving you unthinkable options.
IDEA: We used funny searches in order to show Aeropost's diversity of products.
No matter what you're looking for, you will find it on Aeropost.
Weddings - Palace Resorts
CHALLENGE: To increase visits and hence leads via web.
Making the most of the new section REVIEWS.
INSIGHT: Brides like to plan everything, they want to be in charge of every single detail.
IDEA: We gave brides the control of everything.
They were in charge of our website, banners, emails and content.
Palace Resorts allowed brides to be in control of everything, customizing their wedding and imagining all the possibilities when booking with Palace.
