OVERVIEW

Mexichem, the world's largest petrochemical company, commissioned us to run a sales campaign for Amanco pipes. A campaign for PVC pipes? Yes, just as it sounds. So we did some research. We realised that 80% of sales of the pipes depended on plumbers buying them in hardware stores. What did we do? We raised the self-esteem of Mexican plumbers, who had it in the basement, like pipes. And what we lifted was sales.