At a time when the area of Human Resources faces challenges in recruiting and keeping young professionals engaged, Arcor called us to understand their motivations , what they expect from their jobs and employers. With the emergent insights, the HR and Institutional Communication teams created the campaign "You have a company ahead", which repositioned their brand, making it more relevant and appealing to young talents and won the Gold Eikon award for Corporate Identity Communication.
The company was interested in the fresh and first hand opinion of the population at the base of the pyramid. So, together with the research team of Coca Cola and the NGO Reciduca, we designed a challenging, unusual and creative "Win-Win-Win" project!
Reciduca recruited young people in situations of social vulnerability within its program "First Job Service", to get trained to do research. We coached them in the use of qualitative techniques, and they did the fieldwork, camera in hand, collecting data within their neighborhoods. Together we managed to obtain first-hand information about the Single Serve and Returnable campaign aiming at making Coca Cola affordable to every social segment.
We worked together with La Campagnola to help them understand the motivations, barriers, practices and ways in which people use seasoning in their cooking. The result of this project was a new communication concept for their Baking Bags: "Homemade flavors".
Watch the spot.
We participated pro bono in the development of the campaign "Kids without alcohol", of the Argentine Advertising Council, which had as an objective to raise awareness of the risk of alcohol ingestion in minors among parents of 12 to 17 year olds.
Our work was to understand PARENTS and their relationship with kids and alcohol: their beliefs, prejudices and fears, in order to speak to them from a different point of view and succeed in raising awareness and a responsible attitude towards the health of their children.
On March 15, 2018 the campaign was launched! Watch it here: www.chicossinalcohol.org.ar
The areas of Sustainability and Marketing tend to operate separately, often with visible contradictions that eventually damage brands and bring about lack of credibility.
We were invited by AmCham, to give a talk where we presented an inspiring framework to Sustainability areas, providing them an overview of the world of marketing, its logic, and the different strategies of brand building. We also included good practices from all over the world to encourage discussion about how their efforts could be communicated and capitalized by their brands.
Being a foreign celebration rapidly growing in Argentina, we accompanied the Seasonal area of Arcor, who see a business development opportunity at this time of the year, to better understand what happens to people with this event and detect opportunities. From active listening in social networks, we discovered different types of speakers and important tensions between the defenders and detractors. We also identified the most popular practices, the discourse supporting them and the products involved in different rituals.
With a desire to grow and disembark in Argentina, the international NGO Oxfam Intermón needed to understand the Argentine market of donors, to evaluate the willingness of people to donate to causes abroad and to identify the campaigns that most engaged them.
With online surveys and focus groups we developed 4 different donor profiles so that Oxfam can focus its efforts.