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CHALLENGE:

Leading Mexican supermarkets, Soriana and Comercial Mexicana, wanted to promote their money transferring paying service in Mexico to emotionally connect with their core users in the U.S.

CONSUMER'S PERSONAL STORY:

First-generation Mexican-Americans that work hard for their families in Mexico and send money from the U.S.

CULTURAL TRIGGER:

“Just like Soriana and Comercial Mexicana, I’m a “Super Mexicano.” I commit myself toward those that I love."

CULTURALLY RELEVANT SOLUTIONS:

Integrated marketing program that included viral content, social media platforms, digital media, POS, and celebrity visits to call centers.

RESULT

Increase in the number of transactions.

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