{"id":6140,"date":"2021-03-23T10:00:23","date_gmt":"2021-03-23T15:00:23","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6140"},"modified":"2021-03-19T16:35:06","modified_gmt":"2021-03-19T21:35:06","slug":"la-campana-que-elevo-las-ventas-de-chevrolet-en-145-obtiene-el-gran-effie-2020","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-campana-que-elevo-las-ventas-de-chevrolet-en-145-obtiene-el-gran-effie-2020\/","title":{"rendered":"La campa\u00f1a que elev\u00f3 las ventas de Chevrolet en 145% obtiene el Gran Effie 2020"},"content":{"rendered":"<p>En el certamen de publicidad, &#8216;Invisible influencers&#8217;, la pieza creativa hecha por la agencia McCann, gan\u00f3 tambi\u00e9n un premio de oro y uno de bronce.<\/p>\n<p>Identificar que, en algunos sectores de la poblaci\u00f3n, la compra de autos est\u00e1 influenciada por vecinos o personas cercanas llev\u00f3 a Chevrolet y a McCann a obtener el Gran Effie.<\/p>\n<p>La campa\u00f1a \u2018Invisible influencers\u2019, basada en la hipersegmentaci\u00f3n de los consumidores, el an\u00e1lisis de data y el marketing experiencial, increment\u00f3 las ventas de la marca automotriz en 143% contra el mes anterior a su lanzamiento, convirti\u00e9ndola en un caso de \u00e9xito digno del m\u00e1ximo galard\u00f3n del certamen de publicidad Effie Awards M\u00e9xico 2020.<\/p>\n<p>\u201cEsta campa\u00f1a traduce en acciones la eficiencia que tenemos que ver en nuestra operaci\u00f3n\u201d, agreg\u00f3 agreg\u00f3 Silvia D\u00e1vila, presidenta regional de Danone EDP Latam y presidenta del jurado Effie M\u00e9xico 2020. \u201cInformaci\u00f3n hay mucha, la magia est\u00e1 en traducirla en\u00a0<i>insights<\/i> relevantes y ejecutarlo de una forma brillante y eficiente\u201c.<\/p>\n<p>Con \u2018Invisible Influencers\u2019, el equipo de McCann liderado por Luis Machorro comprob\u00f3 que la adquisici\u00f3n de un auto incrementa la intenci\u00f3n de compra de tus vecinos en 80%, esto gracias al an\u00e1lisis de datos demogr\u00e1ficos y a la identificaci\u00f3n de la afinidad de los consumidores.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/7lrjiiuue6E\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>El trabajo creativo que esta agencia de publicidad ha realizado para Chevrolet tambi\u00e9n ha sido galardonado en cert\u00e1menes como los IAB Mixx 2020, donde obtuvo el reconocimiento a la \u2018Agencia del A\u00f1o\u2019, mientras que la marca automotriz logr\u00f3 posicionarse como el \u2018Anunciante del A\u00f1o\u2019.<\/p>\n<p>Adem\u00e1s, en el C\u00edrculo de Oro del a\u00f1o pasado, se convirtieron en la firma creativa y la marca con m\u00e1s metales dorados del evento, con 11 premios de este tipo. En 2019, McCann fue una de las Agencias Transformadoras de Expansi\u00f3n.<\/p>\n<p>En el tercer y \u00faltimo d\u00eda de premiaci\u00f3n del Effie Awards M\u00e9xico, (an\u00f3nimo) se llev\u00f3 el galard\u00f3n de la \u2018Agencia del A\u00f1o\u2019. La firma creativa liderada por Ra\u00fal Card\u00f3s, que obtuvo seis metales en el certamen de publicidad, tambi\u00e9n fue parte de la lista de las Agencias Transformadoras de Expansi\u00f3n en 2019.<\/p>\n<p>El reconocimiento del \u2018Anunciante del a\u00f1o\u2019 fue para Grupo Modelo. \u201cEs un honor recibir este premio, m\u00e1s en un a\u00f1o como 2020 con tanta dificultad, pero en el que el equipo logr\u00f3 poner al consumidor por delante con ayuda de creatividad y data\u201d, dijo Fabio Baracho, vicepresidente de marketing de la compa\u00f1\u00eda de bebidas alcoh\u00f3licas que tambi\u00e9n obtuvo seis galardones.<\/p>\n<p>Adem\u00e1s de los premios especiales, en el tercer d\u00eda del evento a cargo de la Alianza por el Valor Estrat\u00e9gico de las marcas (AVE) se entregaron 16 metales en seis categor\u00edas diferentes: dos de oro, cinco de plata y nueve de bronce.<\/p>\n<p>Fuente:\u00a0<a href=\"https:\/\/expansion.mx\/mercadotecnia\/2021\/03\/03\/la-campana-que-elevo-las-ventas-de-chevrolet-en-145-obtiene-el-gran-effie-2020\">https:\/\/expansion.mx\/mercadotecnia\/2021\/03\/03\/la-campana-que-elevo-las-ventas-de-chevrolet-en-145-obtiene-el-gran-effie-2020<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el certamen de publicidad, &#8216;Invisible influencers&#8217;, la pieza creativa hecha por la agencia McCann, gan\u00f3 tambi\u00e9n un premio de oro y uno de bronce. Identificar que, en algunos sectores de la poblaci\u00f3n, la compra de autos est\u00e1 influenciada por vecinos o personas cercanas llev\u00f3 a Chevrolet y a McCann a obtener el Gran Effie. [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5559,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La campa\u00f1a que elev\u00f3 las ventas de Chevrolet en 145% obtiene el Gran Effie 2020 | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/la-campana-que-elevo-las-ventas-de-chevrolet-en-145-obtiene-el-gran-effie-2020\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La campa\u00f1a que elev\u00f3 las ventas de Chevrolet en 145% obtiene el Gran Effie 2020 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En el certamen de publicidad, &#8216;Invisible influencers&#8217;, la pieza creativa hecha por la agencia McCann, gan\u00f3 tambi\u00e9n un premio de oro y uno de bronce. 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