Tarjeta Naranja: Candies [case video]

Credits & Description:

Category: Financial Services
Media: Online, OOH, Point of Sale (POS)
Agency: BBDO Argentina
Client: Tarjeta Naranja
Brand: Tarjeta Naranja
Company: BBDO Argentina, Vicente Lopez, Buenos Aires
Target: Argentina · Latin America
DGC: Ramiro Rodriguez Cohen, BBDO Argentina
DGC: Rodrigo Grau, BBDO Argentina
Creative Director: Gabriel Huici, BBDO Argentina
Art Director: Bruno Barbosa, BBDO Argentina
Copy writter: Patricio Kodalle/ Andres Aguilar, BBDO Argentina
Account Director: Soledad Rivas, BBDO Argentina
Account Executive: Maria Laura Fernandez, BBDO Argentina
Head of Digital: Juan Korman, BBDO Argentina
Audio Visual Director: Veronica Zeta, BBDO Argentina
Producer: Sol de Martini/Jimena oliva, BBDO Argentina
Director Producer: Reino, BBDO Argentina
Advertiser Supervisor: Juan Pablo Mon/ Marcos Belochercovsky/ Rocio Matoski , Tarjeta Naranja
Features: Pages, App Ads, Boosted Posts, Desktop News Feed, Mobile News Feed, Custom Audiences, Video Ads
Language: Spanish
Objectives: Awareness, Preference, Intent, Online Traffic, Offline Traffic
Tags: Financial Services, Latin America, Spanish, Pages, App Ads, Boosted Posts, Desktop News Feed, Mobile News Feed, custom audiences, Video Ads, Awareness, Preference, Intent, Online Traffic, Offline Traffic, Online, OOH, Point Of Sale (POS)  
Campaign Description
Tarjeta Naranja is a credit card in a category where numbers
and bureaucracy rule, but they have a beautiful tradition: being financially incorrect. That´s why they treat their customers as friends and also greet them in each of their branches, with bowls of candy. Tarjeta Naranja buys 46.000.0000 pieces of candy per year, making them the number one buyer of candy in Argentina.
The aim of the campaign was to make people aware of this fact about the company that until now has never been communicated.
The best way to tell to people about this sweet, typical, fact
of Tarjeta Naranja culture was in a colorful , fun and dynamic way. That is why we decided to create an animated short film where the main character is the one that holds the most important position in any credit card company: the accountant. Unlike other financial companies, this accountant looks after the emotional finances: He is the candy counter. The story is a combination of fantastic and credible elements seeking to astonish and simultaneously identify customers with the brand
Campaign Goals
We thought the story and the craft of the movie to be launched in Facebook First. The video had to work with autoplay and no sound. With this in mind, we also crafted different types of content: Photos, Gif´s, Snack Videos and the entire movie (An 8 minutes video). At first Facebook was a key player to drive people to the avant premiere in cinemas and then was the main video platform where we published the video for the people that didn’t´have the opportunity to go to the cinema.
Campaign Performance
Awareness: +9pts (93% Better than the average on Nielsen studios)
Adquisition: Tarjeta Naranja is the financial brand that most care about people
Ad recall: +14pts (87% Better average than the average on Nielsen studios of financial services)