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Holcim Mexico implements campaign to recognise the value of construction workers

Published by , Deputy Editor
World Cement,

Holcim Mexico's most recent campaign, El Mero Maestro, seeks to recognise the work of master builders, masons and construction helpers. To celebrate them, various communication materials have been prepared in different formats, in which different construction workers recount in first person their experiences in the masonry trade, what it means to them and what motivates them to always build the best works.

Over the years, Holcim Mexico has sought to stay close to all of its clients, and masons are essential. They are the ones who work directly with the company's range of construction solutions.

As part of the launch campaign, the company will be implementing a strategy in mass and digital media throughout the country, in addition to actions in the field, which will directly help master builders and masons to learn more about the benefits of the products.

Alejandra Quintero, CMO of Holcim Mexico, stated that the objective of the campaign is “to create an emotional bond that promotes strong recall and construction of brand value.”

In any industry, the best driver of purchase is word of mouth recommendation of a product. In this sense, it is essential to generate messages that show the empathy and closeness of the brand with the users. With this proposal, the company seeks to open a gap in corporate branding.

With this new campaign, Holcim Mexico strengthens its presence at the national level, improving its service and service indicators to occupy a more solid position in the market.

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