When it comes to dreams, nothing beats the affairs of the heart. What moves us, inspires us and changes us is all there… one beat away from the next. It makes us take a giant leap into the realms of aspirations and nurtures the very spirit that guides us through its pitfalls.

Under this notion comes TBWA\Dominicana’s most recent campaign for Hyundai.

“El motor que me mueve” – loosely translated as “The engine that drives me”- is based on the notion that we all have something that drives us to a higher purpose. Hyundai’s positioning in Dominican Republic stems from it’s slogan “Hyundai- Es ir más lejos” (“Hyundai- To go beyond”), making it a brand that sells the idea and means through which you can gain more out of life.

“The campaign intends to be an analogy between man and machine. Vehicles have engines that take us further, whereas humans have the will that feeds from the heart and feelings.” Fernando Muñoz*, Senior Copywriter for the account, says his inspiration came from his daughter Mia, the force behind his dreams.

The creative and production team quickly came up with three distinct but perfect examples of individuals that have succeeded in different areas of life- Mahatma Gandhi, Adriana Macías and Osvaldo Virgil.

Days before the launch, a website with the hashtag #elmotorquememueve and a timer anounced the countdown towards the big day. Expectation and speculation mounted over who or what would be announced, drawing people into the site www.elmotorquememueve.com, instigating curiosity and interest.

Screenshot of the countdown that led towards the ad's launch

Finally, on August 1st, people were able to see the spot, which instantaneously inspired people to write on Twitter and Facebook with the hashtag, sharing their personal “engine that drives them” in life. Check out the thread of comments here and the ad, below: (in Spanish)

We go beyond our dreams when our heart steers us towards them. Just as Hyundai does for everyone that drives what’s imprinted with its spirit.

By Maria Elena Moré
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* Fernando (Che) Muñoz on Twitter (@CheMunoz)

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With a blast of energy and color, Sony Ericsson unveils its latest models, the Xperia™ Arc and Xperia™ X8 in the Dominican market.  Agency Forero & Rivier will be carrying out the brand’s advertising after nothing short of a memorable launch that took place in Santo Domingo’s M Kitchen & Bar.

Just as its name suggests, Xperia™ represents a vision of a heightened communication experience. With it, Sony Ericsson aims to strengthen its brand in the forefront of the smartphone market.

The Xperia™ technology comprises the best form of entertainment in its class by bringing customers a one-of-a-kind experience when it comes to smartphones. It’s slick and innovative design features human shape that makes it look and feel great. This philosophy is applied across the complete portfolio of smartphones in numerous options of size and style. You can’t help wanting to get your hands on them. Trust me.

Xperia™ Arc features Sony’s cutting-edge technology combined with a state of the art design.  It’s ergonomic and slick architecture boasts a fit right into your hand like a glove.

The Xperia™ X8 is a smartphone that aims to tap into a much broader segment by offering an outstanding experience at a reasonable price.

 One of its most distinctive characteristics and greatest assets is the Android™ technology by Google™. It allows for a user-friendly experience that brings you a phone that functions more as a computer than anything else. And with a vast number of applications available on the market, you’ll be able to personalize it with games, emails, news, maps, social networks and more, all with just the touch of a button. 

Couldn’t help closing with this awesome quote by Steve Walker, Head of Product Marketing at Sony Ericsson, “Sony Ericsson’s vision is to be the communication entertainment brand. We are focusing strongly on the smartphone market and specifically on creating the most entertaining smartphones.”

Welcome to the land of make.believe.

Brightness of color and excitement at heart are at your doorstep.

By Maria Elena Moré

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*Special thanks to Enmanuel Melian and Forero & Rivier for sharing the pictures.

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They say the best gifts come in small packages. It seems like today it’s definitely true.

Recently proclaimed as the “Car of the Decade” by German publication Automobilewoche, the MINI brand has been a pioneer in the creation of a new market segment called “the Premium Small Car.” It was also voted as the Best Resale Value Car 8 years in a row*, and as one of the Top 10 Green Cars* of 2010. Adding to all of that grandeur is the fact that the brand is finally available in Dominican Republic.

The European automobile hit the streets of Santo Domingo with its recent campaign called “Who wants to play?”. Inspired by the brand’s new tagline entitled “Be Mini”, TBWA’s Creative, Copywriting and Art Directors Katy Capriles, Fernando Muñoz and Alejandro Capellán say the inspiration came naturally. With the idea of associating the brand with the mindset of playfulness, openness and extroverted personality, a MINI model was strategically placed outside one of Santo Domingo’s most important shopping malls during the past Christmas season, with a giant remote control that made the car seem as a miniature version that a child could play with.

The reaction to the campaign was nothing short of extraordinary. From international automobile blogs giving great reviews, to Facebook mobile uploads from bystanders, to endless posts on Twitter, the campaign was a success in generating awareness, transmitting MINI’s brand values and communicating that it was available in the Dominican Republic.  Its exposure was an excellent tool that generated sales right on the spot. 

It’s only a matter of time we see what other bright ideas are on the horizon for the brand as a new contender in the market…

There was something I read on the MINI USA website that seemed to fit like a glove:

“After 50 years of motoring, we still can’t wait to see what’s around the next turn…”

Funny you should mention that. Neither can we.

By Maria Elena Moré
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* Kelley Blue Book’s kbb.com

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“No matter how little money and few possesions you own, having a dog makes you rich.”

- Louis Sabin

It’s no secret that popular culture considers the dog as man’s best friend. A faithful companion that becomes part of your life and family. Under that train of thought comes Alican’s new message. The dog food manufacturer teamed up with agency TBWA Dominicana, for a campaign in Dominican Republic that resulted in nothing short of something exquisite… from concept to execution. Instead of relying on rational aspects to instigate purchase,  they focused on the element of emotion and the bond that exists between a dog and its owner. We are presented with four different scenarios in which we see a part of the house that includes an object belonging to the pet among his owner’s things. The tagline reads: “Para ese miembro de la familia.” (For that member of the family.)

The campaign is loving and touching, and opens us up to the notion that, in light of the fact our dog is another member of our family, we should want nothing but the best for him.

Here goes:

Title: “Little House” (Casita)

Title: “Hamper” (Cesta)

Title: “Desk” (Escritorio)

Title: “Pantry” (Despensa)

By Maria Elena Moré
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