Aniversario - Torre Vela
Role: Senior Creative Strategist
Company: Twitter
Industry: Banking
Tools: GWI, Brandwatch
Results
We exceeded the client's main goal by 300% thanks to an effective interaction with the users.
Context
BBVA, one of the most prominent financial institutions in Mexico, was approaching its 90th anniversary in the country. To commemorate this major milestone, the brand wanted to orchestrate a massive celebration that actively included its customer base. A key asset at their disposal was the BBVA Tower, one of Mexico City’s most important and recognizable landmarks, renowned for its dynamic architectural illumination.
Task
The objective was to transform the entire month of October into a nationwide celebration for both the bank and its clients. The specific challenge was to design and execute a full-funnel digital campaign on Twitter that would celebrate the bank's legacy, drive deep audience interaction, and culminate in a highly visible physical activation.
The Celebration Arrangements: For this stage of the campaign, we promoted tweets about our upcoming celebrations and our eagerness to share the moment with the audience.
Step One
We tweeted the CTA, asking our audience to like or RT to help us reach our Twitter interaction goal, and then illuminated the building for the celebration.
Step Two
When users interacted with the CTA, they received an opt-in message with an adaptive video showing their progress toward the goal.
Step Three
Users were notified about activating the building's illumination through another opt-in when the interaction goal was achieved.
The Greeting Card: For the final phase, the audience was encouraged to share their greetings using the hashtag. We curated the tweets and then displayed them on a DOOH.
Learnings
• Full-Funnel Platform Execution: Structuring a campaign with distinct phases (Awareness, Engagement, Conversion) on a single platform effectively guides the user through a complete journey, sustaining momentum and maximizing overall engagement rates.
• Gamification Drives Mass Participation: Utilizing simple, low-friction digital interactions (like a collective 'Like' goal to trigger a physical event) creates a sense of shared community achievement and drastically increases user participation.
• O2O (Online-to-Offline) Amplification: Rewarding digital user engagement with real-world visibility, such as featuring user tweets on physical DOOH billboards, deepens brand loyalty, incentivizes user-generated content, and maximizes the campaign's footprint beyond the digital screen.
