Tarjeta Cencosud: The Financial Hack

Argentine retailer Cencosud used digital and social media to increase its subscriber base of customers for its credit-card brand Tarjeta Cencosud and generate commitment to the card from existing users via a partnership with NGO Techo.

Campaign details

Brand: Tarjeta CencosudBrand owner: Cencosud GroupLead agency: Wunderman BACountry: ArgentinaIndustries: Credit cards & loansMedia channels: Email marketing, Online video, Social media, Websites & micrositesBudget: 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...

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