A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
- Future Ad Labs – Heinz – Reckitt Benckiser – Global
Future Ad Labs has signed up Heinz and Reckitt Benckiser as launch partners for its new product, PlayCaptcha. PlayCaptcha is an interactive ad format which is designed to increase brand engagement and improve overall consumer sentiment and product recall. It is designed to gamify CAPTCHAs.
The PlayCaptcha for Heinz invites visitors to pour a virtual bottle of salad cream onto a sandwich, instead of being forced to decipher hard to read text. For Reckitt Benckiser, the team has developed a PlayCaptcha that persuades visitors to clean a virtual dirty penny by dragging it into a bowl of Cillit Bang.
- Tiffany & Co. – Global
Tiffany & Co. is looking for an agency to help it with its brand positioning and creative advertising. “Tiffany & Co. has decided to pursue brand positioning and creative advertising support from an external agency to further enhance our global business,” said a spokeswoman for the retailer. Last year Tiffany & Co. spent nearly $60m on measured media in the US alone, according to Kantar Media. For the first half of 2013, the company posted worldwide net sales of $1.8bn, as sales rose 10%.
- Lady Gaga – Global
Lady Gaga is launching her new album, ARTPOP, on Clear Channel Outdoor’s digital billboards and screens in several countries. In Latin America will be launched in Chile, Mexico and Peru.
The campaign will be also launched in social networks. In Twitter, it will run under the hashtag #iHeartARTPOP. Lady Gaga, who is renowned for her social media savvy and massive following, will ask her over 40 million “Little Monsters” on Twitter and 59 million fans on Facebook to tweet and post about the upcoming album. Fans’ tweets will be incorporated into the background of these digital adverts.
The singer is also using outdoor media to perform a “digital tease” of the album cover, which was designed by Jeff Koons, with a new portion of the album revealed every few minutes. Clear Channel says it is the first-ever out-of-home campaign that sequences a stepped reveal of advertiser creative in unison across the world.
- Ingenico – Mexico
Ingenico , provider of payment solutions, announced an agreement with Elavon for the deployment of Ingenico s iWL220 wireless device for the Mexican market.
- IHG – Brazil
InterContinental Hotels Group (IHG) today announces that the Holiday Inn Express(R) brand is expanding in Brazil with the openings of the Holiday Inn Express(R) Belem-Ananindeua hotel, the Holiday Inn Express(R) Porto Velho hotel and the Holiday Inn Express(R) Marilia hotel expected to open later this year. IHG also has plans for a new-build Holiday Inn Express(R) Manaus hotel, scheduled to open in 2014.