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Ángel Rosario: “The advertising of the future will not only be the one that interrupts better, but the one that interprets better”
Goal: To integrate the purchase of a car into everyday conversations
Claim: A campaign that understands buying a car is more than just a transaction
Media: WhatsApp
Summary: Ángel Rosario, CCO of Switch Havas, highlights two notable campaigns for Banreservas that illustrate the agency's creative philosophy. The first, 'La movida inteligente,' successfully uses WhatsApp to engage with cultural practices in car buying in the Dominican Republic. The second, 'Hola, soy la República Dominicana,' transforms the national brand into a more humane and memorable presence, showcasing local ideas that compete on an international standard. The article emphasizes the need for depth in advertising amidst the abundance of data and tools.