Latest: Cannes Lions awards

Tigo Paraguay's Facebook in Guarani campaign is reported on CNN and Fox, gets tweeted by the President of Paraguay and lands two Cannes Lions awards for creative communication.

One very simple idea to incorporate Guarani, Paraguay's official indigenous language, into Facebook quickly made national and international news headlines for Tigo in Latin America.

The success of its digital campaign also led to two Cannes Lions awards (June 2014), and a celebratory tweet from the President of Paraguay, Horacio Cartes.

Guarani stands alone among Latin America's indigenous languages for the large proportion of non-indigenous people who speak it.

The majority of Paraguay's population (6.68 million) are Guarani speakers, as are many communities in neighbouring northeastern Argentina, southeastern Bolivia and southwestern Brazil.

For Tigo's campaign to take off, Paraguay's National Ministry of Linguistics was placed in charge of translation. A parliamentary bill was also pushed through to support positive actions behind the Guarani language and the standardization of its oral and written expressions both at State level and in society.

On launch date, the story was aired on CNN and Fox News as well as by leading international news agencies and the national press in Paraguay.

Tigo's shared underlying principle behind this project was to promote connectivity and Internet access for an important part of the population that had not yet used the social media service.

The campaign has since resulted in a 50 per cent increase in Internet data package usage in Paraguay and 70 per cent increase in daily use.

Rodney Acevedo, Marketing Manager for Tigo Paraguay, said: “Facebook strengthens human bonds, suppressing distances when it comes to sharing with family and friends. It's the threshold to Internet navigation, hence, is a key ally for Tigo in accomplishing our vision of expanding connectivity, allowing access to the Internet to every Paraguayan, thus promoting equal opportunities, and in no better way to do so than in our own language: Guarani”.

The Paraguayan advertisement agency hired in by Tigo to carry the campaign to consumers was Biedermann / McCann. 

The two Lions awards were in the so-called Cyber category: a Silver Lion in “Native Advertising” and a Bronze Lion in “Use of Social Data & Insight”.