Tarjeta Cencosud – The Unexpected Message by Wunderman Thompson

Tarjeta Cencosud – The Unexpected Message campaign created by Wunderman Thompson.

In December, at least 50% of the sales of the year are made. That is the reason why stores and streets are filled with offers and promotions that ruin Christmas magic.

Tarjeta Cencosud, one of the most important credit cards from Latin America, has implemented this year an action that is as magical as Christmas. It vanished offers and prices from its communication installing OOH, that showed Santa with toys and also could send signals to the virtual assistants of parents’ phones. By doing so, they managed to make adults learn about the Christmas promotions of the products that children wanted, without them even noticing.

They added a technology to billboards that send out an ultrasound message inaudible by humans, however noticeable to smartphones assistants, allowing to communicate offers without being heard by children.

“Devices of ultrasound audio transmission were composed of a high frequency oscillator of 40Khz, an audio player, a frequency amplifier and an array of ultrasound transducers with its own power source”, the developers explained.

“That a credit card gives up sales to take care of Christmas magic for children, is an example for everyone. Based on the dolphin attack, we made an unprecedented technological development that allows us to avoid put prices on communication. This is an action that shows that technology is not cold if used nobly”, said Patan Tarazaga and Dany Minaker, CCOs of Wunderman Latam.

Credits
Agency: Wunderman Thompson, Buenos Aires
Advertiser: Tarjeta Cencosud
Executive Creative Director: Sebastián Tarazaga / Dany Minaker
Creative Director: Damián Lavandera / Gastón Durán / Matías Paglieri / Darío Ventura
Social Media Team: Lucas Frigerio / Julián Amarillo
Agency Producer: Maite Orlievsky
Technology Director: Francisco Tripodi / Santiago Villa
Customer Service Director: Fabiana Antonelli
Account Direction: Mercedes Cores / María José Cruces
Account Supervisor: Fernando Pomares
Production Company: Rebolución
Directors: Juliet / Lucía Valdemoros
Executive Producer: Santiago Aicardi / Tomás Perez Silva
Producer: Martín Busel
Director of Photography: Daniel Carrizo
Editor: Federico García Rico
Music Band: Violeta Music
Advertiser Supervisor: Melina Suarez Pino / Analía Riganti

Tags:
Wunderman Thompson, Cencosud, The Unexpected Message, Outdoor, OOH Campaign, Christmas Campaigns, Christmas Ads, billboard, Technology, Innovation