MUSEO DE MEMORIA Y TOLERANCIA Promo, Case study THE FACEBOOK EXPERIMENT by Ogilvy & Mather Mexico

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THE FACEBOOK EXPERIMENT

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Industry Museums & Libraries
Media Promo & PR, Case study
Market Mexico
Agency Ogilvy & Mather Mexico
Copywriter Manuel Vega, Ana Paola Noriega
Released November 2012

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MUSEO DE MEMORIA Y TOLERANCIA
Product/Service: MUSEO DE MEMORIA Y TOLERANCIA
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Manuel Vega (Ogilvy México)
Copywriter: Ana Paola Noriega (Ogilvy México)
Copywriter: Manuel Vega (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Animation: Daniel Ruiz (Aureo Studio)
Media placement: Social Network - Facebook - November 20th 2012

Insights, Strategy & the Idea
Discrimination in social networks is not a relevant topic. And in Mexico, 80% of the population have felt their rights have not been respected because of their gender, not having money, appearance, ethnic group or age according to the National Discrimination Survey in 2010. Nevertheless, discrimination topic in social networks seems to be normal. The unique insight was "I never discriminate".

Creative Execution
With no media budget, we use Facebook and its natural functionality to demonstrate a small part of everyday discrimination. We created 4 characters with no more information than their photos, but they were really only 2 persons with 2 personalities reflecting what it seemed to reflect a different socioeconomic level. These characters, "asked" for people to be their Facebook friends.

Results and Effectiveness
As a result of this experiment the most "attractive" persons made 400% more friends than their less "unattractive".