Davivienda

Context

For three decades, "The Wrong Place" has been synonymous with humor and connection for Davivienda. But times change, engaging the Gen Z and Alpha generations poses a new challenge. Yes, these young people skip anything they dislike within three seconds and shy away from anything that looks like "advertising." We bet on TikTok, the home of digital creativity, to bring this iconic brand concept into the hands of these young audiences.

Objectives

To continue building a strong relationship between young people and the Davivienda brand.

Long-term relationships thrive because they deepen over time, and that was our goal. We had already introduced "The Wrong Place" to the youth, encouraging them to act out and lipsync our commercials with the 2023 TikTokmercials campaign. The next step was to create a TikTok-first strategy to encourage young people to interact with our brand and generate their own "Wrong Place" content. Our goal was for at least 3,000 young users to create one.

Solution

We provided the community with all the tools they needed to create their own "Wrong Place." We identified a universal scenario where everyone could relate: an elevator—a small, shared space where people interact with strangers or acquaintances. It was an unavoidable, everyday setting that perfectly matched TikTok’s vertical video consumption.

We developed a TikTok-first campaign by adhering to TikTok's best practices and insights. We recorded various example videos that decoded the platform's storytelling style, hooks, and language, creating relatable and humorous situations that resonated with users, prompting them to say, "That's so me!"To make content creation easier, we introduced a Branded Effect: an elevator simulation filter that mirrored our example videos. When the doors opened, users could record or upload videos, and when they closed, the iconic phrase "Your money could be in the wrong place, bring it to us" appeared—a signature of Davivienda.

This approach organically strengthened our brand positioning with our iconic concept and audio, amplified by young creators experimenting with our tools and engaging with our brand.

Results

We exceeded our goal by 135.27%, achieving 4,058 user-generated contents in less than 8 days, amassing over 48 million views to date.We successfully engaged a young audience, enabling them to recognize "The Wrong Place" and create content for the brand. This innovation, using a Branded Effect, marked Davivienda as the first bank in Latin America and the first brand in Colombia to utilize this format.

Also, the strategy allow us to reach another great results.

• 17 million reach

• 219 million impressions

• 1.2 million clicks (CTR 0.55%)

• 214 million views

• Ad Recall: +11.8%, nearly double the benchmarks, showing significant incremental impact.

• Awareness: +5.9%, surpassing benchmarks (1.7%) with a 30% baseline for "The Wrong Place in Elevators."

• Familiarity: +2.3%, reinforcing the "elevator" concept as a well-recognized and powerful brand element.

• Favorability: +8.5% increment in positioning, recall, and familiarity, with 32% favorable audience opinion—a remarkable boost in a traditionally difficult metric to move.