Brand Experience and Activation > Brand Experience & Activation: Sectors
WUNDERMAN CATO JOHNSON, Buenos Aires / TARJETA CENCOSUD / 2018
Overview
Credits
CampaignDescription
Tarjeta Cencosud, one of the most important credit cards in Argentina, wanted to make the financial system more humane. We hacked the formula that defines people’s credit limit and added a new variable to it: generosity. Now donate to an NGO upgrade your credit card limit.
Execution
To test our insight, Tarjeta Cecosud partnered with the most recognized NGO in South America, Techo, which has multiple initiatives to fight poverty. We launched an online platform where Tarjeta Cencosud credit card holders can donate directly to Techo to upgrade their credit limit. The launch was communicated on card holders monthly statements, Tarjeta Cencosud’s website, social video, and in different retail stores and malls across the country. As soon as it was launched, donations started to flow and credit limits were upgraded. Due to the immediate success, the platform will remain active indefinitely and Tarjeta Cencosud is working to partner with other NGOs.
Outcome
43% of Tarjeta Cencosud credit card holders have upgraded their limit while also doing good for their community. In just a year after the launch, Techo used the Tarjeta Cencosud donations to build more than 200 houses for those in need. Additionally, 99% of clients who received an upgrade on their credit limit, paid the total amount of their balance on time unlike a 78% of the clients who didn’t donate. We increased brand sentiment and created a successful financial system that rewards those who give more.
Relevancy
It’s relevant because through a CSR activation we uplifted Tarjeta Cencosud card image, partnering with the most recognized NGO in South America. We found a new way to provide our clients with more benefits, while helping people in need. Our unique platform allowed cardholders to increase their credit limit if they chose to donate a monthly fee to Techo, an NGO that provides homes to families in need. Each client was reached through different media like social networks, card balances and retail stores.
Strategy
Our insight was that a financially charitable person is a financially responsible person. Our strategy was to leverage this insight to increase the credit limit of deserving Tarjeta Cencosud card holders.
Synopsis
Credit limit is based on people’s income, their assets and risk level. In South America, the informal labor rate is high, yet many people can buy more than what their income reflects. Thus, their credit limits are often not reflective of an individual’s financial situation.
More Entries from Corporate Social Responsibility (CSR) / Corporate Image in Brand Experience and Activation
24 items
More Entries from WUNDERMAN CATO JOHNSON
24 items