M&C Saatchi Chilanga Recognised by SCOPEN for its 'Hot Sale' Work
M&C Saatchi Chilanga has created the most successful campaign in Mexico throughout the whole Covid-19 pandemic according to creative research company SCOPEN.
SCOPEN selected one of the campaigns conducted by M&C Saatchi Chilanga in 2020 as the most outstanding campaign that has been carried out in the midst of the pandemic, and as an example of an exemplary collaboration between advertiser and agency.
Selected cases by country include:
• Mexico: Hot Sale (AMVO)
• Argentina: Itaú
• Brazil: Burger King
• China: Nike
• Colombia: Ramo
• Spain: Bankinter
• France: Orange
• India: Cadbury’s
• Portugal: Super Bock
• South Africa: Shoprite Group
In the case of M&C Saatchi, the campaign selected was carried out by the agency for its client AMVO (Mexican Online Sales Association), Hot Sale 2020. It achieved results far beyond the objective set by the advertiser, with sales exceeding 20 billion Mexican pesos and more than 12 million online buyers.
AMVO, a non-profit organisation representing all e-Commerce companies in Mexico, is one of the first organisations worldwide to promote the use of the online channel through a B2C marketing campaign. Hot Sale was created with the aim of boosting e-Commerce sales and promoting the digital economy in Mexico.
“At a communication level, AMVO was looking for an idea that was innovative and different from everything that had been done previously. We managed to find a way, through the tone of the message, to address this requirement and connect with users who did not previously trust the use of e-commerce. We found that barriers to online shopping generally lie in mistrust, but we wanted to show users that when you put aside those fears, you can create opportunities to improve your quality of life. The slogan “Click and Treat Yourself” shows, in an ingenious way, that buying from Hot Sale is an opportunity to access all the benefits of online shopping, and the best offers and promotions of the year,” said Manolo Techera, CCO of M&C Saatchi Chilanga.