As any other country in Latin America is used to, the first episode of a soap opera is an impressive event, filled with press releases, parties, interviews and other publicity tools. In Colombia, the case is exactly same, and having only 2 private channels that take all the ratings and share, it is a strong and aggressive campaign. That first episode has a huge campaign behind, trying to generate awareness, showing new commercials and using all the possible tools to attract and maintain the public with the story and the TV station.

With an aggressive publicity campaign using all the channels from the TV station (magazines, commercials, news reports and interviews, etc.), and an expectation campaign with press releases, magazine articles, a popular lead actor and actress that have never worked together, we created with an impressive and impeccable production. Also, in that TV station, we teased the audiences with a new soap opera that looked like an interesting thriller, with an impressive cast, promoting the first episode as a once-in-a-lifetime, and impossible to miss, event.

As a result of the campaign, hundreds of thousands of Colombians from all around the country choose where and with whom they wanted to spend those intense 24 hours. Ratings for that same time slot went up from 15.6 to 26.3 in a week, an 8-point increase. The number of clients monthly increased from 3,900 to 19,300, allowing us to fulfil the slogan of the promotion: on the 5th birthday of American Express in Colombia, anything can happen.