Today TikTok is the platform that young people in Colombia consume the most, mainly for entertainment content

And creating relevant content there is tough challenge, even more so for brands that have been making conventional ads for years.

But in his first entry on TikTok, Davivienda Bank, a brand that has been doing traditional advertising for more than 30 years, made it possible for a new generation to have fun acting old TV commercials.

Davivienda Bank is now the brand on TikTok with more followers in Colombia and the first TikTok success case in the country.

Davivienda is one of the most traditional banks in Colombia, for 30 years it has been known and relevant for old generations thanks to what they do best: funny ads on television and radio, but today the new generations are different, they prefer the content on social media and avoid everything that looks like traditional advertising.

We needed to make the bank relevant to new generations without losing that essence that Davivienda have built over the years with their advertising on traditional media.

We were looking for brand awareness and consideration in young Colombians (18-26 y/o)

TIKTOKMMERCIALS!

Turning old ads into great TikToks

We opened a TikTok account, but we did it with an unexpected twist: we only uploaded audios exclusively from the bank's oldest commercials, and with the help of a few creators, mimicking the commercials it became a massive trend.

Our audience was Generation Z. Young Colombians with new media consumption behaviors, more oriented towards entertainment through interaction and low remuneration.

TikTok was perfect, a social network with 13 million active users in Colombia, the 90% of these users access the app once a day, and most importantly, more than half of its users belong to generation Z.

We understand that these new generations relate better to brands that allow them to generate content and have fun.

So why not make Gen Z the stars of our oldest commercials on TikTok?

In 2020 we opened the Davivienda bank's TikTok channel.

And to launch it, we only uploaded the audios of some old TV commercials of the bank.

In just two months, thousands of young Colombians remade these old commercials on TikTok with their own resources and style.

What did we do to convince them? not much… we only uploaded the audio of these commercials and with the help of a few creators we launched a challenge to imitate them, they did the rest.

Mimicking the commercials became a massive trend.

+3.700 TikTok users remade the ads

+150.4 Million views

+204K Followers

Over 170K Followers in two months

18% Engagement Rate

+105 Million mentions with the hashtag #Davivienda