Campaign details

Brand: Tarjeta Cencosud
Brand owner: Cencosud Group
Lead agency: Wunderman BA
Country: Argentina
Industries: Credit cards & loans
Media channels: Email marketing, Online video, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

We needed to strengthen the relationship with the clients of Tarjeta Cencosud (the credit card from one of the main retail groups in Latin America) and increase its preference over bank-issued credit cards.

But if we wanted to reinforce customers’ brand commitment, we first had to reinforce the brand’s commitment to Argentine families. And this included both those customers who held the card, and those who needed it more.

Based on the microeconomies of our clients, we created financial benefits if they committed to a monthly donation for Techo (translation: roof), a non-profit organisation that mobilises youth volunteers to fight extreme poverty in Latin America.

Market background and objectives