Tarjeta Cencosud: La La Mesa

Credit card brand Tarjeta Cencosud employed a humorous campaign to build awareness and consideration in Argentina and reduce consumers' use of other credit cards.

Campaign details

Brand: Tarjeta CencosudBrand owner: Cencosud GroupLead agency: Wunderman BACountry: ArgentinaIndustries: Credit cards & loansMedia channels: Social media, TelevisionBudget: 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands