Coverage on IPG Mediabrands and Matterkind’s decision to activate a campaign around the health crisis in Latin America. The project was launched simultaneously in Peru, Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Uruguay, and was motivated by the countries’ move to reopen the economy amidst the pandemic. Overall the campaign runs in mobile and CTV. We used on mobile identified segments called “COVID audiences”, users that in the last 30 days were moving across the city not respecting staying home or social distancing.
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