BAGFILTRATORS / H-E-B has 87 supermarkets in northern Mexico but none in Mexico City. Despite this, H-E-B fans in the city turned into haters on social media, unaware that HEB.com.mx delivers there. To increase awareness, H-E-B used Google Maps by placing drive-to-web messages on H-E-B bags near competitors' stores. Local guides then uploaded photos with the bags, making them appear first in Google Maps reviews. Now, when people search for competitors on Google Maps, they see our photos that was linked to HEB.com.mx which led them to find exclusives offers only for Mexico City.
Brand: H-E-B / Media: Digital Activation / Agency: HOY BUE ft. HOY MX Havas / DGC: Jairo Lezaca / Pablo Naval / Tony Waissmann. DC: María Lujan Donaire / Hernán Damilano Creative Idea: Jack Fonseca / David Nuñez Copywriter: Cherlyn Brigit Silva Zúñiga Art Director: Jovahn Fortis Motion Graphic and Edition: Luz Serna Urbieta Published: November 2023
Awards:
El SOL 2024
1 Bronze for Digital and Movil
1 Bronze for Brand Activation
D&AD 2024
Shortlist / Commerce / Use of Data
Ojo de Iberoamérica 2023
1 Bronze for Creative Commerce
1 Bronze for Digital & Social.
Shortlist el Ojo Digital & Social x2
Shortlist el Ojo Creative Commerce
El ojo Direct
El Ojo Media.
IAB Mixx 2024
Shortlist / Best Creative Use of Search
Shortlist / Influencer and Talent