OBJECTIVE
Create an activation that helps promote the use of the Visa credit card to make online purchases, demonstrating that purchasing products on the Internet is not only an easy process but also a safe one, and in this way, to move the indicator of Internet purchases in favor (the second lowest in Latin America).
IDEA
We decided to focus on women (compulsive buyers by nature) and to motivate them to carry out their first electronic transaction with Visa; we developed a strategy together with the producer of the web series closest to this target group and the most successful in the country, Susana Y Elvira. We created a particular chapter in which we gave fans of the series a unique opportunity: to buy live with their Visa cards everything that appeared during the second season's final episode (furniture, paintings, and even the clothes of the actresses). The call was made in the previous chapters; the actresses invited their fans to register their Visa cards to participate in the episode in which, according to their words, they would even sell their panties. During the broadcast, a synchronized menu by scene allowed fans to buy what they saw on the screen. When something was sold, the Visa team entered the stage to take out the object live, making the shopping experience more natural and fun. Thus, we created the first OnLive sale in history.
RESULTS
• • 172,306 people watched the episode live in 55 countries.
• More than 90% of the inventory was sold.
• The hashtag of the brand #notelopierdas and the account of the actress @mabelmoreno1
were trending topics on the day of the live broadcast.
were trending topics on the day of the live broadcast.
• The episode became the most watched in the history of the series.
• The entire campaign reached over 1,200,000 views on YouTube and exceeded $870,000 in free press.
• 3 months later, Online purchases with Visa had increased by 4.8%.
Agency: Sistole
Creative General Director: Horacio Maggi
Digital Creative Director: Joffre Carmona
Creative Director: Freddy Méndez
Copy: Freddy Méndez
Art Director: Alex Argüello, Mauricio Gaitán
Digital Art Director: Julián Sánchez
Account Manager: Sandra Echeverry
Account Manager: Jose Mendoza
RECOGNITION
CANNES LIONS 2014
Category: Media
Award: Shortlisted
Category: Promo and Activation
Award: Shortlisted
LIA 2015
Category: Branded Entertainment
Award: Gold
OJO DE IBEROAMÉRICA 2014
Category: Ojo Interactivo
Award: Gold
Category: Tercer Ojo
Award: Gold
Category: Ojo Directo
Award: Shortlisted
Category: Ojo Interactivo
Award: Shortlisted
FESTIVAL EL DORADO 2014
Category: Direct
Award: Grand Prix
Category: Cyber
Award: Grand Prix
Category: Media
Award: Gold
Category: Promo & Activation
Award: Gold
EFFIE WORLDWIDE 2014
Category: Great Media Idea
Award: Bronze
Category: Online products and/or services
Award: Bronze
PREMIOS IBEROAMERICANOS DE SOCIAL MEDIA 2014
Category: Best content marketing strategy or action
Award: Gold
TOP TEN P&M AWARD 2015
Category: Best Digital Strategy
Award: Gold
