4am Saatchi & Saatchi and Tigo Win Another Gold Effie

Campaign for FIFA World Cup mobile app tops the Interactive category at the Guatemalan Effie awards.

Guatemala City - 4am Saatchi & Saatchi has won a Gold Effie for its highly successful Tigo mobile app during the 2014 FIFA World Cup. Launched in partnership with FIFA, the Tigo FIFA app enabled users to watch all 64 World Cup matches live and in high-definition. The app also provided football fans with access to complete game coverage, replays and views from more than 8 interactive cameras. 

“The success of the strategy is what helped us meet the brand objectives,” said Marcelo Alvarez Sagherian, Regional Account Director at 4am Saatchi & Saatchi, Guatemala. “It was an unforgettable night when we raised a Gold Effie; an award we are proud of because it has a very special meaning for us and our client.”

Following the success of its “Desfrijolizate” mobile data campaign, the FIFA World Cup was the perfect occasion for Tigo to showcase its product capability and increase consumer engagement. However, Tigo faced two challenges: It was not an official event sponsor, and if they were to create buzz during the World Cup, they would need to create a product that was both relevant and useful to the target audience. The Tigo FIFA app was a solution born out of football fans’ desire for unique experiences and the demand for broadcast of live matches.

The release of the Tigo FIFA app was done in two phases: anticipation and launch. During the anticipation phase, awareness was generated online using custom audience and look alike targeting and Google Search to optimize keyword searches that were updated following the conversation trends. 4am Saatchi & Saatchi also promoted app downloads through the Google App Store, used retargeting to complete the process of conversion and supported the entire campaign with a multimedia ATL campaign. 

The app service was the first of its kind in Guatemala, with Tigo also being the only authorized FIFA mobile transmitter in the country during one of the biggest events in the global sporting calendar.

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…