Took full advantage of “on-the-go” nature of mobile phone users with extensive multi-media campaign with context relevant messages: EsperaMe (wait for ‘M’e) at bus stops, LlámaMe (call ‘M’e) at phone booths, CreeMe (believe ‘M’e) in Newspapers. Consumers were captivated during nationwide Radio coordinations tied to the EncuentreMe (find me) tagline. Station DJs were simultaneously swapped with one another to host new stations (unbeknownst to the public). Listeners were directed to “find” them on different stations.

Colombia-Increased monthly sales by 133%-Doubled unit sales in 24 hoursGuatemala-90% brand awareness after teaser campaing making the “M” teaser logo the talk of the town at social functions-Innovative vehicles extended beyond launch through rest of year