Send Nacatamal.

Every Sunday, #SendNacatamal resurfaced as a distinctly Nicaraguan Twitter trend. After Saturday night, people posted it through their hangovers as a playful cry for help: somebody, please, send me a nacatamal. The conversation already existed; Movistar chose to listen—and take care of the people keeping it alive.

Explore the case ↓

The challenge

Join a spontaneous cultural conversation without making the brand feel late, intrusive or overproduced.

The cultural opening

Sometimes the most relevant way into a conversation is to make real what people have already been asking for.

The activation

Listen for #SendNacatamal in real time, find the people posting that Sunday cry for help and deliver a real nacatamal to their door—turning a local Twitter trend into a one-day act of care powered by Movistar.

How the activation worked

From an idea to a system.

01
Social listening tracked the #SendNacatamal trend on Sunday.
02
Movistar answered the playful hangover plea with a real delivery.
03
Real-time participation kept the idea spontaneous.
04
Social amplification turned individual surprises into a national conversation.

Watch the work

The idea in motion.

Send Nacatamal campaign case board — Case board · From social listening to a twelve-hour cultural event.

My contribution

General Creative Director
Creative leadership
Real-time activation
Social amplification

Selected credits

Idea + copy: Ana Siu

Art direction: Carlos Blandón

Design: José Pérez

Granada Creativa: Bronze

+646%interactions

32,944impressions

12hto trend in Nicaragua

The lasting lesson

Relevance is not about entering every conversation. It is about knowing which conversation already belongs to the brand.

Back to selected work ↑