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Holcim Mexico launches ‘Super Human’ campaign

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World Cement,

Holcim Mexico has launched its ‘Super Human’ campaign nationwide, with the objective of recognising, inspiring and redefining the work of people who build their patrimony through self-construction.

The self-construction sector is key to the Mexican cement market and accounts for six out of every 10 houses that are built. In 2016, 27.9 million t of packaged cement was sold, with 13.4 million t going to the self-construction sector. In Mexico, self-construction covers anyone who is not a beneficiary of the public social security system, which provides accessible financing for small home-builders.

Through everyday characters such as Rocardo (taxi driver), Toñólogo (merchant), Capitan Aereo (retail shop owner), Pepelástico (hardware store employee) and Luz Luciano (electrician), Holcim Mexico seeks to showcase the strength, skill, drive, dexterity and vision of people who build, expand, improve or remake their homes, in addition to carrying out their everyday jobs.

"With this campaign we want to strengthen the emotional ties with Mexican self-builders and let them know that their work is a source of pride and satisfaction as well as being very important to their livelihood and that of their families," said Adrián Pérez Cuadra, Marketing Manager for the company.

The ‘Super Human’ campaign will be launched in different cities throughout the country with a 360° strategy, which includes digital platforms, direct promotions at construction sites and communication materials at points of sale.

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