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.
First-generation Mexican-Americans that work hard for their families in Mexico and send money from the U.S.
“Just like Soriana and Comercial Mexicana, I’m a “Super Mexicano.” I commit myself toward those that I love."
Integrated marketing program that included viral content, social media platforms, digital media, POS, and celebrity visits to call centers.
Increase in the number of transactions.