MUSEO DE MEMORIA Y TOLERANCIA: THE FACEBOOK EXPERIMENT

Credits & Description:

Category: Best Use of Social Media Marketing

Advertiser: MUSEO DE MEMORIA Y TOLERANCIA

Product/Service: MUSEO DE MEMORIA Y TOLERANCIA

Agency: OGILVY MEXICO

Creative Vice President: José Montalvo (Ogilvy México)

Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)

Creative Director: Manuel Vega (Ogilvy México)

Copywriter: Ana Paola Noriega (Ogilvy México)

Copywriter: Manuel Vega (Ogilvy México)

Agency Producer: Juan Pablo Osio (Ogilvy Mexico)

Animation: Daniel Ruiz (Aureo Studio)

Media placement: Social Network - Facebook - November 20th 2012



Insights, Strategy & the Idea

Discrimination in social networks is not a relevant topic. And in Mexico, 80% of the population have felt their rights have not been respected because of their gender, not having money, appearance, ethnic group or age according to the National Discrimination Survey in 2010. Nevertheless, discrimination topic in social networks seems to be normal. The unique insight was "I never discriminate".



Creative Execution

With no media budget, we use Facebook and its natural functionality to demonstrate a small part of everyday discrimination. We created 4 characters with no more information than their photos, but they were really only 2 persons with 2 personalities reflecting what it seemed to reflect a different socioeconomic level. These characters, "asked" for people to be their Facebook friends.



Results and Effectiveness

As a result of this experiment the most "attractive" persons made 400% more friends than their less "unattractive".