Facebook Case study NO SOCIAL NETWORK by Biedermann Publicidad Asuncion

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NO SOCIAL NETWORK

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Media Case study
Market Paraguay
Agency Biedermann Publicidad Asuncion
Production La Doble A
Director Claudia Chamorro
Art Director Arturo Avalos, Gastón Cortesi
Copywriter Juan Pablo Garcia, Guadalupe Armadans
Producer Fátima Rojas
Released October 2013

Awards

Cannes Lions, 2014
CYBER LIONS Social: Native Advertising SILVER
CYBER LIONS Social: Use of Social Data & Insight BRONZE

Credits & Description

Social Media URL: https://www.facebook.com/settings?tab=account&edited=language
Type of entry: Social
Category: Native Advertising
Advertiser: TIGO - FACEBOOK
Product/Service: INTERNET & MOBILE
Agency: BIEDERMANN / McCANN Paraguay, PARAGUAY

Client: TIGO - FACEBOOK
Product: INTERNET & MOBILE
Entrant: BIEDERMANN / McCANN Paraguay, PARAGUAY
Type of Entry: Social
Category: Native Advertising
Entrant Company : BIEDERMANN / McCANN Paraguay, PARAGUAY
Advertising Agency : BIEDERMANN / McCANN Paraguay, PARAGUAY
Media Agency : UM BIEDERMANN Asunción, PARAGUAY
Production Company : LA DOBLE A Buenos Aires, ARGENTINA

President: Enrique Biedermann (Biedermann/Mccann)
General Creative Director: Alejandro Rebull (Biedermann/Mccann)
General Creative Director: Santiago Morello (Biedermann/Mccann)
Chief Executive Officer: Raquel De Velazquez (Biedermann/Mccann)
Planning Manager: Federico Perié (Biedermann/Mccann)
Copywriter: Pablo García (Biedermann/Mccann)
Copywriter: Guadalupe Armadans (Biedermann/Mccann)
Art Director: Gastón Cortesi (Biedermann/Mccann)
Art Director: Arturo Avalos (Biedermann/Mccann)
Account Director: Mariel Jorgge (Biedermann/Mccann)
Producer: Fátima Rojas (Biedermann/Mccann)
Director: Claudia Chamorro (UM Biedermann)
Planner: Cecilia Miranda (UM Biedermann)
Marketing Manager: Rodney Acevedo (Tigo)
Brand Manager: Federico Scavenius (Tigo)
Advertising/Media Manager: Carlos Perez Sanier (Tigo)
Advertising Project Leader: Rocío Bastos (Tigo)
Mobile Product Marketing: Kim Caldbeck (Facebook)
Head Of Consumer Marketing: Rebecca Van Dyck (Facebook)
Consumer Marketing/Brand Management: Matt Beaman (Facebook)

Creative Execution:
The official translation was handled by the Ministry of Linguistics in cooperation with Facebook in a period of two months, no expenses accounted. The platform in Guarani is still active and will remain so permanently.

(Only for the jury):
Facebook in Guarani have 0 US$ investment. Through The Secretary of Linguistic Politics of Paraguay we made the oficial translation in Guarani from the same plataform in a voluntary way.


Investment: US$ 0

One language for 10 million people.

+50% people using internet data.
+70% internet daily use.

Trending Topic in Paraguay. Even the Paraguayan president tweeted about it and changed his Facebook to Guarani.

Facebook in Guarani resounded worldwide and in the local media.

Reach Social Media: 909.954 people.(Launch Day)

First native language of America incorporated to a social network.

Facebook Account: guaraniparaguay2014@gmail.com
Password: guarani1


Insights: In Paraguay, 60% of the population speaks Spanish, while 90% speaks Guarani, their native language. Paraguayans don't speak the same language than Internet and social networks.

Strategy: Making Facebook speak the same language as Paraguayans.

Idea: To introduce Guarani on the list of language options on Facebook platform.