Casa
Consumer Research | Multicultural Brand Strategy
‘Casa’ celebrates Mexican Americans' bi-cultural identity and pride in their roots, spotlighting Expedia’s Mexican National Fútbol Team partnership. Scenes of the Mexican-Latino diaspora around the world, illuminated by colorful vignettes of the Mexican flag, proved that home is never far away. The spot was voiced by Salma Hayek and shown at the Mexican National Team game and World Cup.
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Conducted extensive research that explores the Mexican American culture and identity as it relates to Travel, Language & Fútbol.
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Briefed teams on the nuances & details of Mexican/Mexican American Fútbol and travel behaviors, which informed the cultural nuances that are sprinkled throughout this film and our sister film Maracuya.
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Expedia's "Made to Travel" brand platform initially aimed to celebrate the universal desire to explore the world, but our research revealed that it wasn't resonating strongly enough with our Mexican American audience, who felt like they weren't being fully seen or valued as travelers. We created a film grounded in the insight that Mexican Americans have a strong connection to their roots and find ways to honor and explore home in everything they do.
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20-40% above benchmark
in likability, relevance, credibility, booking intent and brand interest.
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4x more
“saves” and “shares” on social than compared to benchmarks.
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5% increase
in incremental visits in top Hispanic markets across the ENG/SPAN language US sites.