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...