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.
Stats for Expanding Language Campaigns
Trending: Older & Buzzing
Research: 801 clicks in 104 w
Interest: > 3 minutes
Related: 74 examples / 57 photos
Segment: Neutral, 12-35
Comparison Set: 27 similar articles, including: romantic food pairing ads, typographic social media projects, and customized electronic coffee cups.
Expanding Language Campaigns
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