Campaign details

Brand: Tarjeta Cencosud
Brand owner: Cencosud Group
Lead agency: Wunderman BA
Country: Argentina
Industries: Credit cards & loans
Media channels: Social media, Television
Budget: 500k - 1 million

Executive summary

In a hyper-competitive category, Tarjeta Cencosud (the credit card brand of one of the main groups of retailers in Latin America) needed to create strong buzz while investing less than its competitors. The key issue was to generate a deep emotional connection with the public, dismantling the purely rational relationship they have with credit cards.

We managed to detect a cultural insight that became the brand's action frame. The Internal Affairs campaign reflected those small conflicts related to the purchases that come out of the family budget, which give rise to strong tensions between personal desires and family love.

Market background and objectives