| Title | The OnLive shop |
| Agency | Sístole |
| Campaign | The On-live Sale |
| Advertiser | Visa International |
| Brand | Visa |
| Date of First Broadcast/Publication | 2013 / 8 |
| Business Sector | Credit Cards |
| Tagline | Visa everywhere you want to be. |
| Story | The objective was to create a digital action to prove that online shopping is not only safe, but also easy, helping to increase the online sales rate in Colombia (the second lowest in Latin America). The first goal was to help people overcome the feeling of insecurity and motivate them to make their first online purchase. We focused on young women, compulsive shoppers by nature, and digital media consumers. We had to create something as interesting as the content they search for, therefore, we chose the most successful web series in Colombia, Susana & Elvira. We aired the final chapter live, and allowed people to buy in real time all what they saw on the screen using their Visa credit cards (furniture, appliances, paintings, clothing...) This way, we created the first “Onlive” sale in history. A perfect mix of Shopping experience and entertainment in a digital environment. |
| Philosophy | Buying on internet is not only safe, but easy and even fun. |
| Problem | Colombia is the second country with the highest access rate of internet in Latin America, but strangely, it's also the second with the lowest rate of online shopping due to the general believe that it is a difficult and insecure process. The first goal was to help people overcome their fear and motivate them to make their first online purchase, proving that buying on internet is not only safe, but also easy. |
| Result | 172.306 people watched the live episode.The whole campaign (including teasers) reached more than 1.200.000 views on YouTube.The episode was watched in 55 countries.Today the episode became the most watched of the entire web series.The brand hashtag #notelopierdas and the actress account @mabelmoreno were trending topic at the day of the live episode.More than 90% of the inventory was sold.3 months later the online shoppings with Visa increased 4,8% And exceeded the USD 870.000 in free press. Not bad at all for a tactical campaign without any media investment. |
| Media Type | Web Film |
| Length | |
| More Information | www.youtube.com/watch?v=tkxlocGuawI |
| Executive Creative Director | HORACIO MAGGI |
| Creative Director | Freddy Mendez |
| Creative Director | Joffre Carmona |
| Creative / Art Direction | Alex Arguello |
| Creative / Art Direction | Diego Rodriguez Wikander |
| Creative Partner | Jose Mendoza |
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