Vale Network
Here is a sample of the creativity developed in recent months for different clients in Vale Network agency, of which Nicolás is CEO.
Visit our site: www.valenetwork.mx
H&M
The strategy for H&M´s opening in the busiest pedestrian street of Mexico City´s downtown related the brand’s DNA to the historical character of the location of its new store, together with the spirit of a new generation of youngsters, who experience freely with their appearance while proudly exposing their “mestizo” character.
The project´s core was an advertising campaign commissioned to photographer Dorian Ulises López, same who had been portraying these characters on the country streets for three years.
The result: a series of photographs that do not resort to traditional models, taken in emblematic city settings, as a celebration of diversity and urban life. The store´s opening received wide media coverage, and generated endless lines of customers for several days.
Tazos
Nicolás, jointly with Leopoldo Gardea and Fabían de la Paz created the “Tazos”, under the direction of Pedro Padierna, Lupita Alpizar and Javier Vale. Together, they created one of the world’s largest promotions, in alliance with Warner Brothers.
“Tazos” became the most successful promotion on the market in just one month, selling more than 100 million bags of product per week. The campaign was carried out in more than 70 countries with the use of different types of licenses, becoming the largest and most successful promotion of the PepsiCo group.
The “Tazos” remain in force after 26 years, with different modifications but always based on their winning formula: shaping up a collection, and its distinctive way of playing.
Coca-Cola Femsa
Coca-Cola FEMSA is in an extremely aggressive category when in promotional affairs. With a NO TV restriction, it needs to have accurate and aimed efforts in other media in order to preserve its share on this category and sub-categories.
We created a buying strategy in order to maximize the brand multimedia reach. We had better negotiations and an increase on buying power. No waste buying and measured locally through reach patterns and frequency by place. We also developed ad hoc tools to monitoring and supervision.
Today Coca-Cola’s promotions are positioned in the top 5 of remembrance.
Telcel
Telcel, the leading communications Company in Mexico, was in need of being more relevant as a brand and create memorability during the most important event of the year: FIFA world cup.
Through negotiations with media and channels, best positions, special activities, multimedia presence TVA, TVP, online, OOH, radio and cinema. Rotary media efforts, we become the most associated brand to the world cup without being an official sponsor, reaching the 4th brand in TOM, +55% remembrance, the highest association on the main games. Buying with the leader on investment, Telcel just invested 68% achieving an important increase in sales.
Telmex
Telmex’s creative campaign wasn’t showing the expected results, and as their partners we develop an ad hoc digital model to ensure all ROI campaigns as well as the achievement of the goals with great results: +50% of selling vs the last period, -33% media investment vs last period, -60% CPA vs last campaign period, creative efficiency, high rank conversion (1.24%), efficiency and optimization, buying per program with weekly changes vs media-channel buying.
ROI tests were implemented as AB testing evolution, which executes more than 1000 creative’s possible combinations, audiences and segmentation, leading to excellent results that can be replicated in the whole ecosystem.
OCESA
OCESA, the biggest entertainment Company in Mexico was in need to increase their sales and positioning of specific events during the year.
We create a specific segmentation developed through psychographic knowledge, detecting effective touch points by audiences. Considering the high number of events per year, the assistance increased +17%, a substantial increase on sales, +93 on sold out.
We created an ad hoc model at the same time “the celebrity power index” a predictive model that helped us to understand the power of each variable inside each event, from places, venues, the artist, its presence in massive media, its engagement and sentiment as well as their reach on different digital platforms, among other variables so we can predict future artists hirings, dates communications and advertising investments.