Mexico is one of the world’s largest open economies, and the Maersk Group enables trade that drives economic growth and job opportunity. Following an infrastructure investment of $1 billion Maersk needed an ambitious storytelling project – across content genres – aimed at raising their profile not just in Mexico – but globally. The aim was to grow Maersk Group’s authority and credibility across the digital ecosystem by building online relationships and seeding key messaging while shaping perceptions and influencing behaviours with stakeholders in the region or with an interest in the region and its issues. Maersk chose Miran for the project after we created a highly successful content series for them in Mozambique, Malawi, Zambia and South Africa.
The content series was hugely successful and adopted with pride by Mexicans at home and abroad and shared widely by government officals and Mexican ambassadors abroad
Mexico Is Open For Business
Mexico City. Guadalajara. Monterrey. Lazaro Cardenas.
Campaign Concept. Storyboard. Film Campaign. TVC. Reportage Photography. Written Content.
Miran created a 140 page research document and corresponded with Think Tanks, Economists and Mexican journalists to gain a deeper understanding of the issues at the heart of the social/geopolitical/economic story shaping the country. We then conceptualised and created a series of FIVE films in English and Spanish – designed assets and videos that also incorporated world-class reportage photography and writing for a microsite. The films included. Fighting To Stay – tackling the issue of immigration and Mexican’s remaining in their country to help build the economy, a cinematic narrative on Tequila’s Appellation of Origin and film tackling corruption – created in partnership with Transparency International Across the board the content was created to be cut down into snackable format for social media and also extended versions for television commericals. The reportage photography project also included portraiture for a newspaper and magazine advertising campaign and billboard posters.
THE RESULTS OF THE CAMPAIGN
The content series was hugely successful and adopted with pride by Mexicans at home and abroad and shared widely by government officals and Mexican ambassadors abroad – it also featured extensively in local media – paid for and earned. The range of engaging and shareable content was placed in a microsite which communicated key messaging to targeted stakeholders. The content series generated 36.4M impacts delivered throughout the campaign in Mexico for 18+ people. A 5.1M Unique reach for 18+ people. 6.8 MM impressions. In total the films received 2.4 MM video views.