Offering Facebook in Guarani Helped TIGO Mobile Boost Business
Laura McQuarrie — May 28, 2014 — Marketing
In Paraguay, Guarani is one of the most spoken languages, but until a while ago, it was not supported on Facebook.
To promote the Internet to the 50% of the population that doesn't have access to it, mobile provider TIGO tasked the Biedermann/McCann agency in Asunción to come up with an ad campaign to help reach this disconnected audience. Instead of an elaborate campaign, the agency took note of a very simple thing: Guarani is one of the few languages that Facebook did not support—actually, it's difficult to find an option for this native language on any social networking site.
Quite simply, setting up Facebook in Guarani got people talking, including the president of Paraguay. In turn, this creates a demand for TIGO's mobile service.
To promote the Internet to the 50% of the population that doesn't have access to it, mobile provider TIGO tasked the Biedermann/McCann agency in Asunción to come up with an ad campaign to help reach this disconnected audience. Instead of an elaborate campaign, the agency took note of a very simple thing: Guarani is one of the few languages that Facebook did not support—actually, it's difficult to find an option for this native language on any social networking site.
Quite simply, setting up Facebook in Guarani got people talking, including the president of Paraguay. In turn, this creates a demand for TIGO's mobile service.
Trend Themes
1. Language Accessibility - The trend of offering online platforms in local languages presents disruptive innovation opportunities to reach untapped markets and connect with disconnected audiences.
2. Digital Inclusion - The trend of promoting internet access to underprivileged populations through creative ad campaigns provides disruptive innovation opportunities for mobile providers.
3. Cultural Empowerment - The trend of embracing and supporting indigenous languages on social media platforms opens up disruptive innovation opportunities for brands to engage with specific cultural communities.
Industry Implications
1. Mobile Providers - Mobile providers can seize the opportunity to expand their customer base by offering language-specific digital services.
2. Advertising Agencies - Advertising agencies can find disruptive innovation opportunities in creating inclusive campaigns that promote language accessibility and connect with underprivileged populations.
3. Social Media Platforms - Social media platforms have the potential to disrupt the market by embracing and supporting a wider range of languages, thereby engaging diverse communities and expanding their user base.
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