ESP ENG
We create brand experiences that people want and share, through our foundations based in three main pillars. Innovation, Advertising and Making.

Clients

We like to work with brands that share our way of seeing the world.
logo Club Cinépolis logo Club Cinépolis
logo tar logo tar
logo dhl logo dhl
logo anonimo logo anonimo
logo playboy logo playboy
logo televia logo televia
logo sectur logo sectur
logo nafin logo nafin
logo golf logo golf
logo cartro logo cartro
logo global logo global

Awards

And this is the product of putting on love in every and each pixel and line.
logo FIAP
Bronze

FIAP 2015.
CATEGORY: MEDIA
INNOVATION.
PROJECT: HANDY
PARK.

logo IAB
Gold

IAB AWARDS 2015.
CATEGORY: DIGITAL
INNOVATION.
PROJECT: HANDY
PARK.

logo FEPI
Silver

FEPI 2015.
CATEGORY: MEDIA
INNOVATION.
PROJECT: HANDY
PARK.

logo El Sol
Silver

FESTIVAL EL SOL 2016.
CATEGORY: OUTDOOR -
SERVICES AND
INSTITUTIONS.
PROJECT: HANDY
PARK.

The ultimate device which cares parking spaces taken for handicapped.
The toy that reinforces the bond
between parents and children from distance.
The platform that allows you to identify the emotions of your dog over its barking.
Brand activation with digital-physical interaction.
Social media real time strategy.
Creation of the collective brand Manos Fuertes that empowers entrepreneurs in tourism.
A platform that counts the calories of Mexicans through mentions in twitter of junk food.
An interactive exhibition that shows the reality of the labouring childhood in Latin America.
A platform to send flowers with an interactive message e-card.
Brand building strategy.
Digital campaign to encourage junior high school graduates to continue their studies.
A preservatives collection designed by Mexican artists and chosen by its users.
Loyalty program and mailing.
Playboy Condoms website.
Augmented reality for a Christmas activation.

© Mescalina 2017 / All rights reserved

The ultimate device which cares parking spaces taken for handicapped.


Here in Mexico,

about 6 million people live with some kind or degree of impairment, streets and urban spaces are not designed according to the specific needs of this target the worst part, are not respected by others.

Demonstrate that people

do not mind or respect these parking spots, to show that suffering from any impairment does not make anyone a minority and that handicapped must impact in the Mexican transportation culture.

To detect

and report to authorities vehicles that occupy assigned parking spots that do not have the proper ID plate, through the device that we created.

Several devices

were placed in strategic places around the city, such as universities, shopping malls trying to raise awareness of the problem since the implementation.

Technology

The device has a sensor that detects when a vehicle approaches and the camera that reads and detects the disabled symbol.
The display shows a message to the driver of the unauthorised vehicle to remove the car from the space, in case of not detecting any vehicle’s movement, it connects WiFi with the database of the traffic department and issues to the car’s owner a fine that is printed out right away.

Results

High media impact worldwide.

+5 million prints on social media.
+ 90% positive feeling on Twitter and Facebook.
Media presence in countries such as France, Thailand, Italy, Japan, Spain, among others.
Requests to implement Handy Park in other parts of the country.
Improving the city's road culture.

 
 

The toy that reinforces the bond
between parents and children from distance.

TAR is an
airline

that transports hundreds of business people through Mexico, for those who have to leave their children every time they travel due to business, each time becomes harder due to the distance when they would love to be together.

We needed to create

an initiative to improve the travel experience of businessmen.

We created Snappy,

a toy that allows children to share their best moments with dad.

It has a camera

so that the kid is able to record short videos and sends them to a mobile app.

Dad can watch
the videos

on his smartphone and reply with a voice message.
A flickering LED light on his toy, tells the child that dad’s there with a message.

We shipped 15
toys

to the most frequent travellers as an extension of our loyalty programs within a free round flight ticket.

We designed
Snappy

in a 3D printing machine.
A raspberry card enables all functions.
It gets WiFi access in order to connect to the app.

Results

We received requests from more travelers to get the toy, which is planned to be allied to a brand program in the future.

 
 

The platform that allows you to identify the emotions of your dog over its barking.

For many pet owners,

it is highly important to know how their friend feels like along the day when they’re not at home with them.

Keeping pet owners

connected and updated, wherever they are, about how their dog actually is.

We created a platform

able to determine the dog’s emotions, therefore the owners are aware of their wellness at all times, whether they are together or not.

We analyze and decipher

the sounds emitted by the dogs like howls, barks, among others in order to know accurately the needs of our beloved pet.

Bark ID is competent analysing,

depicting and inform owners about the pets’ feelings at all times.

 
 

Brand activation with digital-physical interaction.

People
express themselves,

opinions or feelings on twitter and sometimes these get lost in different timelines remaining meaningless, although sometimes they are essential.


The challenge was

to bring about an experience for users who express their willing to travel, or have a getaway on holidays, on twitter and let them make it true.

We created Cloud Machine,

a platform that identifies words related to travelling and holidays on twitter in order to detect users who are talking about the subject to give them a memorable experience.

Each tweet

activated a water based, condensed smoke machine that generates a foggy cloud just in an indoor transparent box. The cloud is photographed right away in order to be sent back to the used with a discount coupon to redeem within the next trip with TAR airlines.

A brand that generates

innovative experiences as a result of an astonishing encounter with those who wanted to travel, expressing it on twitter. This distinguished and positioned TAR.

 
 

Social media real time strategy.

On April 2016,

Prudence Condoms tweeted an original illustration from our brand, Playboy Condoms, which was published one year earlier.





Our challenge was to react

as plagiarism in a creative way, thus our brand got renown.

We replied tweeting

exposing the plagiarism by saying that “Condoms as design must be used once” and of course tagging Prudence Condoms on our tweet, triggering the furor in the community talk.

We generated the trending topic

#CopioComoPrudence (copy as Prudence’s) and came up with a campaign in which preservatives would be conveyed to HIV foundations in collaboration with the competition, they refused by ending the conversation.

After the Content War we reached:

+15% increase in followers.

+150% increase in interactions.

+150% increase in reach.

 
 

Mediations about the good reaction of the brand.

 
 

Creation of the collective brand Manos Fuertes that empowers entrepreneurs in tourism.

SECTUR

was about to launch a promotional campaign to support the business of women entrepreneurs in tourist areas of the country.

The challenge was to create

a concept that would give identity to this program in order to connect with both entrepreneurs as well as tourists who consume their products.

We created

"Manos Fuertes", a collective brand that unites all entrepreneurs as a tribute to the talent and effort they put into carrying out their businesses, being an economic engine for their families and localities.

We made a training kit

for entrepreneurs and a communication campaign that directed traffic to the digital platform in which the story of some of the entrepreneurs was told and showed their products.

 
 

A platform that counts the calories of Mexicans through mentions in twitter of junk food.

Mexico occupies

the seventh world’s position in diabetes cases, this is largely due to the lack of good eating habits within the population, even more important is the fact that all of them use to share those customs in their social networks.

Remind users

that although it is okay to crave from time to time, it is important to have a good diet to prevent problems such as diabetes.

We created
a website

which detects everything mentioned regarding junk food on twitter, adding up its caloric value in order to summarize the expenditure of those who share their dinner, snacks and drinks in social networks.

Results

71,000 people prone to diabetes.
19,000,000 calories counted in one week.
Thousands of people aware of the causes of an unhealthy diet.

 
 

An interactive exhibition that shows the reality of the labouring childhood in Latin America.

An initiative driven

by the Latin America and the Caribbean region preventing the child labour (organized and supported by the ILO, the OAS and the Latin American Governments) direct an important effort in order to uproot the infantile labour in the region by 2025.

To raise awareness

of the problem of child labour in Latin America in the 9th "Inter-American Conference of Work Ministers".

We designed an interactive

exhibition in which people could see different quotidian fruits and vegetables, that when approached staring through a magnifying glass, they discovered the reality behind the production of these greens.

How does it work?

We arranged millimetric plastic figures of children working in fields, and were done in a 3D printing machine.

We placed the figures over products of industries that employ infants, such as greens, fruit and vegetables.

On each structure was placed a magnifying glass, in order to let the figures to be appreciated.

The visitor of the exhibition had to approach to look through the magnifying glass to discover the figure and relevant statistics on child exploitation.

The exhibition

was set up at the 9th "Inter-American Conference of Ministers of Labor" with a visit from leaders of Latin American delegates who were able to appreciate the impact of the problem through experience.



Results


visitors to the exhibition.

+30,000 views for the video content.

Media coverage in Latin America.

Involvement of the exhibition in the region’s awareness activities of the region, mirroring to other countries of Latin America.

 
 

A platform to send flowers with an interactive message e-card.

Sending flowers

to share our feelings is something familiar, but hardly all those emotions can be expressed within a small card.

Creating a tool

that improves the experience of sending flowers and allows the user to express their feelings.

We created
"Code of Love",
a digital platform

that allows the user to purchase flowers and record a short video with a message to be sent on the card of the flower bouquet.

How does it work?

The user enters the site and chooses its flower bouquet.

Record the video and make a request.

The platform prints a QR code on the card in the bouquet.

The code is scanned through the phone to open the video and receive the message.

100% increase

in sales after the launch of the campaign.

It generated visibility and positioning of Vio Flowers as one of the most innovative flower shops.

 
 

Brand building strategy.

TAR is a
domestic
airline,

which flies to 30 destinations within Mexico, it has more than 130 routes, looking after the business travel category.

By 2016

we had to create a brand new airline concept that spreads its offer of customer service excellence.

"An experience
to be enjoyed"

was created as a concept by bringing to life the idea of, travelling should be enjoyed in every moment, from booking to getting back home.

With content

in social media, we informed the airline services and highlighted each experience’s moment, connecting with travellers.

Results

In the first years’ campaign we achieved:

A 60% increase of the audience in social network channels.

A monthly average reach of 200% above our community, demonstrating our content’s shareability.

An average monthly engagement rate above 12% (vs. 6% of industry).

 
 

Digital campaign to encourage junior high school graduates to continue their studies.

Junior high school graduates

eager to public high schools in Mexico City, wanted to study in "prestigious" alternatives, swamping the educational demand and leaving aside other institutions’ offer.

Highlight

the disfavoured educational options proving that they are also quality options and encouraging the candidates to continue their studies even if they did not end up in their ideal school.

Demonstrating to teenagers

that high school years, turn into the best moments in their life as a consequence of the activities and moments they can enjoy disregarding the school they enter.

By a fan page.

We made public the educational endeavour redirecting traffic to the site emphasizing the blog, which contain articles to counsel and boost the applicants.

Results

In 9 months of campaign we achieved:

+100,000

Facebook fans.

+1,000,000

printouts.

+680,000

site visits.

 
 

A preservatives collection designed by Mexican artists and chosen by its users.

The Playboy Condoms package

is a circular metal can with exclusive designs renewed every four months according to the season.

The challenge was to create

the new collection of cans involving the consumers of Playboy Condoms.

Freexpression was born,

a collaborative creation with the Mexican users’ cooperation and plastic artists, which also supports the battle against HIV through the Aids for AIDS Foundation conveying that safe sex matters.

28 artists were invited

to create exclusive and authentic designs that were displayed on a website that let the users to choose and vote their favourite. The top 6 appeared in the limited edition.

The original 28 cans were auctioned as unique art master pieces in order to raise funds for the Aids for AIDS foundation, a trip to the Playboy mansion was the reward to the highest auction of all.

Results

In 2 months:

More than 300,000 pesos were raised for the Aids for AIDS Foundation.

500,000 media campaign impacts.

30,000 social networks’ interactions.

40,000 visits to the site.

10,000 votes to the designs.

 
 

Loyalty program and mailing.

Club Cinépolis is the
loyalty program

where members earn points and access to exclusive assets. The CRM classifies the users due to their shops, setting different levels and granting with special benefits.

Enhance communication

with program members thru a mailing strategy that keeps users informed of their assets and fulfilling particular goals aligned to a business strategy.

KPIs

· Theatre attendance increase.
· Benefits redeeming.
· Current Open Rate increase.
· Low consumers activation.

Mailing redesign.

The best UX practices were implemented, we also innovated with responsive graphs ensuring visibility in all the devices. We found out Cinépolis apportionment customizing contents according to profiles and behaviour.

Results

One year campaign.

Open Rate Higher than 30% (5% above industry).

CTR average 15% (10% above industry).

Redemption of promotions and benefits of + 3%.

 
 

Playboy Condoms website.

In 2015,
Playboy Condoms

was looking to renew its website to communicate its product line and generate sales through its online platform.

Generating an experience

that reflected the brand’s identity and emmerge its innovative proposal.

We created a site

that leverages the top UX trends, thus by animations, subtle transitions and details, leading the user to a pleasure and fun encounter getting to know all the brand’s products.

Results

In only 3 months:

100% improvement of navigation time.

Bounce rate decrease of 15%.

40% boost in visits to the store.

 
 

Augmented reality for a Christmas activation.

Christmas is a sharing season

and DHL wanted its users to look back that, during such a remarkable celebration, they can ship with the best.

The challenge was to turn

into an outstanding event, an activation in the CDMX airport inside of terminal 2.

We developed a game

for iPad able to recognize thru its camera, the Christmas tree hangers from which a special gift popped.

Users were able to play in the App,

they just had to get as many gifts as possible from those hidden into the tree ornaments. Once the game’s over they use to share the outcome in their social networks getting a present from DHL.

Results

15 days of campaign:

More than 1,000 entries.

More than 150 thousand users reached in RRSS.

About 250 thousand visual impacts at the activation point.