First Technochallenge in Mexico

Last March 5th we celebrated in Mexico the first Technochallenge event that had as main objective to open the eyes of all marketing teams (BB & BD) across the company and keep creating awareness and curiosity towards endless possibilities for deeper and solid interaction with consumers.

Day started with our local Chairman opening and reinforcing the importante of knowing our consumer, be closer to him when we have to be and to understand the technology and implications of media consumption from the root.

I have to say the Technochallenge was incredibly succesfull on attendance, richness of discussions, opinions and brainstorming for practical new ideas having during the whole day high energy levels in every one.

The day was planned in two sections. During the morning we had as presentors strong thought leaders from Mexico, US and Latin America (inspiration sessions) to cover the different angles and opportunities on digital plattforms and answering questions like "why digital in a year of crisis", "How to meassure better", "what else can I do in social networks", "is mobile realy happening in Mexico and how can I move forward" and many more interesting questions that kept the marketing guys tied to their chairs without blinking...it was trully fantastic to see all of them engaged and totally into digital.

During the afternoon we splitted the group in 6 smaller teams and brief them on Sedal & Rexona´s specific campaigns to happen in H2'09 (perspiration). During two hours, and with new knoweledge and fresh ideas and the expertise of great thought leaders in the room, the teams worked out ideas, tactics and KPI´s in brainstorming forums.

At the end of the day the local board re-grouped and formed a selection commitee for the most innovative, executable and well to be-meassured digital campaign. This last session was incredibly fun and productive as board memebers made interesting questions and challenges to all presentors in a business oriented way, which pushed the discussion into a more strategic grounds.

Two teams won the recognition due to it´s creativity anc consumer thinking, solid push for execution, feasibility and specialy for their strenght towards fixing solid KPI´s centered on consumers and not on simple media in-puts/out-puts.

Prices to the winners where awareded such as digital seminars in Vermont at MSM HQ, visits to Googles MountView and some others.

No doubt Technochallenge heavily alligned on opportunities and priorities and should become a key element of our on-going media-Marketing activities and will have evolve at the pace marketing teams understand and become more curious and passionate about digital practices to benefit our brands/consumer connections and ROI into everything we do.

We strongly recommed all media teams around the globe to, to inspire and perspire with marketing and challenge us as community to facilitate and speed up the development of our own digital and communication skills.

Mexico´s Media Team

April 2nd, 2009