We needed a powerful idea that could gain awareness for Waba with very little investment. What if we invited somebody that doesn’t have a clue about Mexico to use WABA’s service to get to know Mexico? We thought of the perfect candidate that would give us the instant awareness that we needed and by the way “hates Mexico and Mexicans” as he has declared in various occasions publicly: Donald Trump, the US presidential candidate.

That’s how the Donald Say Yes creative idea came to life.

To launch WABA’s app, we made a series of 5 digital videos were WABA offered Donald Trump the opportunity to fall in love with Mexico through a bonus of 10 free rides with WABA, because knowing Mexico better, he would change his mind about it.

The first video was an invitation where we explained what WABA is, then there were 4 videos where WABA tried to reach Donald Trump to give him the free bonus in person through REAL phone calls from the WABA offices in Mexico to Donald Trump’s company, his campaign offices, and his press secretary. We also tried to reach him through emails and finally at the Trump Tower in NYC.

But all the efforts were in vain, because Donald Trump ignored the invitation.

So WABA asked for the help of all the people following the campaign to try to change his mind with the hashtag #DonaldSayYes.

In just 1 week: 112,906 twitter impressions. 184,685 media impressions. 100% organic. People generated their own content using #DonaldSayYes. The news about WABA’s invitation to Donald Trump went much beyond Mexico as it was published in other countries.