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Mido is the brand behind the activation of raising a BMW motorcycle to the WTC heliport, an action that required a complex logistics task, which included authorizations from the SCT.
To get to the point where a motorcycle ended up on top of one of the tallest buildings in CDMX, a strategy of hours, disassembly of the motorcycle and details without waste was required.
The activation of a motorcycle at the WTC heliport shows brands how to get ready for various advertising strategies, providing the perfect pretext for the creative industry.
Creating local ad content for international brands is an important lesson in negotiating creativity.
A motorcycle that appeared in the heliport of the wtcis a powerful lesson on how to create local advertising content for international brands, with an activation that consisted of taking a BMW motorcycle to the skies, to conclude an advertising campaign, which demonstrates the scope of ideas and the challenge in understanding what It seeks to communicate as a brand, in order to build campaigns that end up convincing global brands of how right it is to make advertising pieces in Mexico.
With this said and in the midst of the mood in this second quarter of 2022, the brands launch campaigns after years of an agenda hit by a merciless health contingency.
Who takes a motorcycle to the WTC heliport?
Mido was the brand behind the idea of uploading a motorcycle from BMWto the heliport of the wtc and the audacity to do so was due to a very simple fact but powerful in meaning, it was the brand’s commitment to carry out a local advertising campaign, for a global brand.
Edgar Embrizgeneral director for Swatch Group Mexico and brand director for Mido, explains to Merca2.0 that the odyssey is the best example of how to negotiate the realization of an advertising campaign in Mexico and what aspects to exploit, to take creativity to the limit.
Merca2.0 – Why a motorcycle at the WTC heliport?
Edgar Embriz – It’s because of the “extreme”, “intense” factor, of saying “wow”, it’s impressive. Uploading the motorcycle took about eight hours, it was disassembled, climbed three floors and six people loaded the motorcycle, weighing half a ton.
Merca2.0 – How was this negotiation with a global brand, to make Mexico the setting for your campaign and not just any other, an international one?
EE – It is already the second year that we generate content locally for the world. An added value that Mexico has is that it understands the consumer and reaching not only for a design or material issue, it is reaching the human feeling that people have.
Merca2.0 – What do you take care of in the campaign so that it meets the objective and does not disappoint the permission of a global brand?
EE – We have to make a balance between one, we sell watches, show the watch at different times and experiences like driving a motorcycle on a helipad with speed, taking care that it is a content that can be replicated globally.
The good balance between the audio, movements and sound in post-editing, that makes you feel that moment and connect with the piece.
Merca2.0 – What final recommendations can you give creatives on how to brief, direct and maintain the sense of the brand?
EE – To the creatives, whatever you are going to do in creativity, use the product, the piece. It was important for the creative agency to make the brief all formal, but wearing watches, putting them on and wearing them.
Second, during the recording it is important to be present at the moment of the shooting even if it is 12 hours, because it is to discover and take advantage of moments that you know can be used and will make a difference.
Despite a brief, it is important that the agency and the brand work together and are in the place of raising images and production.